Overview

To support Hisense's Official NBA League Partnership in the TV and Home Appliance category, Athlete-Driven Worldwide (ADW) scripted, produced, and executed a dynamic multi-spot commercial series titled "Upgrade Season."This campaign celebrated Hisense’s innovation and alignment with NBA culture by showcasing three unique and humorous spots starring Anthony Edwards, Paul Pierce, and Mike Breen.

The campaign was brought to life through ADW’s in-house scripting and production team in Los Angeles, capturing the unique personality of each featured talent and matching them with distinct Hisense products for maximum entertainment and brand impact.

Approach

ADW wrote and developed three original campaign concepts, customized to each athlete and product. The goal was to seamlessly blend NBA star power, lifestyle utility, and a fun, relatable tone — elevating Hisense as a forward-thinking tech leader in both the appliance and entertainment space.

All production, scripting, and talent direction was executed internally by ADW’s Los Angeles-based team, delivering creative speed, cost-efficiency, and total brand control.

Concept 1: “100-Inch TV”
Talent: Paul Pierce + Mike Breen Paul struggles to connect with today’s basketball until he experiences it through a stunning 100-inch Hisense TV, with Breen’s voiceover bringing the game to life. The spot draws a fun comparison between how the game has changed—and how Hisense is evolving how we view it.

Concept 2: “Laser TV”
Talent: Paul Pierce Pierce can’t stop watching highlights of himself on Hisense’s 150-inch Laser Projector. With humor and nostalgia, the spot reminds fans that bigger, bolder viewing creates better moments—and no one enjoys rewatching Paul Pierce more than Paul Pierce.

Concept 3: “Home Appliance”
Talent: Mike Breen + Paul Pierce Mike Breen helps Paul upgrade his kitchen with Hisense appliances. Paul’s reactions reflect the excitement of transforming your space with intuitive, next-gen products. Breen’s commentary brings energy, comedy, and product highlights into focus.

Media Execution

The “Upgrade Season” campaign aired across NBA League digital and CTV channels throughout North America, including:

• NBA TV

• NBA.com

• League Pass

• Connected TV environments during playoff coverage

This strategic placement aligned the campaign directly with Hisense’s target audience—sports fans and tech-forward consumers ready for their own home upgrade.

Results & Brand Impact

Campaign reached millions of NBA fans across North America through official league platforms

• Delivered highly engaging product storytelling with a humorous tone

• Elevated Hisense’s cultural relevance by featuring NBA icons and future stars

• Cemented ADW’s role as a trusted end-to-end creative partner

This initiative showcased ADW’s ability to write, cast, and produce multiple storylines in-house, giving Hisense both creative excellence and production agility in one seamless execution.