Monday, April 13, 2015

Case Study No. 1889: Unnamed Male Librarian (DailyMVP)

Steve Nash in "Have an MVP Day." - DailyMVP Commercial :30
At DailyMVP, even a librarian can feel like Steve Nash. Play daily fantasy sports at Daily or download the DailyMVP app from the App Store?.

DESKTOP & MOBILE WEB: https://daily | iOS APP:

Tags: Steve Nash Nash Librarian NBA Basketball Assist Fantasy basketball Lakers Los Angeles Lakers Point guard DailyMVP MVP Fantasy sports Have an MVP day Funny Commercial Canadian 2014 dailymvpTV
Added: 5 months ago
From: dailymvpTV
Views: 75,051

[scene opens in a library, where a creepy-looking male librarian (long brown hair, glasses, brown cardigan sweater, blue undershirt, brown tie) looks up and speaks directly to the camera]
MALE LIBRARIAN: [whispers] I love being a librarian, but some days ... can be a little quiet.
[camera pans out to show the librarian standing in front of a table covered in books, as an older female librarian (short brown hair, white blouse, long brown skirt, red scarf around her neck) shelving books in the background looks up and shushes him]
[he looks over at her, then smiles and holds up his cellphone]
MALE LIBRARIAN: [whispers] That's why I play DailyMVP, a fun fast way to play fantasy sports ...
[cut to the female librarian, who sees that one of the books she's shelving is Jeff Rud's "Steve Nash: The Making of an MVP"]
MALE LIBRARIAN: [whispers] Every day!
[cut back to the male librarian, who activates the DailyMVP app and swipes through a list of NFL players]
MALE LIBRARIAN: [whispers] I just pick my players, challenge my friends ... and totally dominate at gametime!
[cut to the male librarian alone in the stacks (standing next to a book cart), as he looks at his phone and pumps his fist in excitement]
MALE LIBRARIAN: [whispers] Yeah!
FEMALE LIBRARIAN: [from off camera] Shh!
[cut back to the male librarian standing in front of the table, speaking directly to the camera]
MALE LIBRARIAN: [whispers] Now, even a librarian like me can feel like an MVP.
[he looks down and uses a barcode scanner on one of the books, as "Have an MVP Day" appears on screen]



Steve Nash, weirdo librarian
October 28, 2014 | 9:08AM
Posted by Lang Whitaker

Lakers guard Steve Nash is out for the season with a back injury, and while it stinks to be missing the former two-time MVP on the court, there is an upside: Now we have a chance to see Nash wear a cardigan and a wig and pretend to be a strange librarian while he plays fantasy sports on an app on his smartphone. Actually, Nash kind of looks like the Area 51 lab director from Independence Day in this commercial.



BarrettSF enlisted the aid of Steve Nash to promote TopLine Game Lab's DailyMVP fantasy game, which differentiates itself from other fantasy sports leagues by offering short-format games that last from a day to a week.

In the ad, Nash dons spectacles and a wig, appearing as an everyday librarian who can feel like an MVP thanks to the fantasy app. "I love being a librarian," Nash says at the start of the spot, "but some days can be a little quiet." He goes on to demonstrate the app and how it adds some excitement to his daily routine (while getting shushed). The spot ends with the tagline, "Have an MVP day," emphasizing the short format. It was released to coincide with the start of the NBA season. A future spot starring Tom Brady will roll out near the end of the NFL season, when many players in traditional fantasy leagues have already been eliminated.


Client: DailyMVP
Campaign: Have an MVP Day
Agency: barrettSF
Agency Location: San Francisco, CA
Executive Creative Director: Jamie Barrett
Copywriter: Spencer Riviera
Art Director: Nik Daum
Designer: Martina D'Alessandro
Producer: Nicole Van Dawark
Managing Director: Patrick Kelly
Account Director: Molly Warner
Sr. Proofreader: Victor E. Danz
Photographer: Jenn Pottheiser
Production Company: O Positive
Director: Spencer Riviera
Director of Photography: Marten Tedin
Executive Producer: Ralph Laucella
Line Producer: Salli Zilles
Editorial Company: HutchCo
Editor: Jim Hutchins
Assistant Editor: Joaquin Machado
Colorist: Johnny McPheeters
Finishing Artists: Paal Rui & Patrick O'Leary
Executive Producer: Jane Hutchins
Audio Record & Mix: Andy Greenberg, One Union

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