Hasta La Creative!

The NBA wants to change the basketball slang “Shoot the Lights Out” to “Shoots the Lights On” in its first TV commercial promoting the new 2013-2014 season.

The national TV spot debuting Monday night shows 11 young stars from 11 different clubs, including John Wall of the Washington Wizards, Kemba Walker of the Charlotte Bobcats and Kyrie Irving of the Cleveland Cavaliers, dribbling in darkened NBA arenas across the country and shooting until the lights come on.

The new branding campaign promotes the start of the NBA’s 68th season, which tips off Tuesday, Oct. 29. It will be the first of three new brand spots from the NBA focusing on the fan experience, said Jamie Gallo, the league’s executive VP-marketing.

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