Kobe Bryant Takes Over New NBA(R) 2K10 Ad Campaign Created By 72andSunny

LOS ANGELES, Oct. 5 /PRNewswire/ -- 72andSunny (http://www.72andsunny.com/),
the L.A.-based creative powerhouse for worldwide brands such as Nike,
Discovery Channel, Xbox 360 and Quiksilver, today announced the launch of a
360 degree integrated marketing effort for the newest video game from 2K
Sports, NBA® 2K10 (http://2ksports.com/games/nba2k10). Starring 2009 NBA
Finals MVP, Kobe Bryant, the "How Will You Take Over?" themed campaign
includes TV spots, print, outdoor and online ads, content films and a Facebook
application.

In this campaign, 72andSunny, in collaboration with Zambezi, challenges NBA
fans with the line, "How Will You Take Over?", and reflects the agency's
philosophy that when targeting a youth audience, it is far more effective to
provoke than sell. Says agency partner and creative director Glenn Cole, "The
NBA is a culture of challenges, and as the game that gets fans closest to NBA
culture, we chose to speak to the imagined NBA player in all of us. Given the
authenticity of the game, and the value the audience puts on authenticity, it
was a clear choice."

The NBA 2K10 TV spots feature a new level of state-of-the-art motion capture
CGI (working w/ PSYOP), and an evocative, pulse-pounding soundtrack. Print ads
are running in XXL, ESPN the Magazine, Dime, Slam, Bounce and Complex. Outdoor
and street posters are appearing in Los Angeles, New York and San Francisco,
with spectaculars in high traffic areas. The online campaign is poised to earn
reach with the core audience with three content films that feature Bryant,
2009 NBA Rookie of the Year - Derrick Rose of the Chicago Bulls, and G4 host
Chris Hartwick doing something all gamers are familiar with: talking a lot of
smack.

"72andSunny and Zambezi helped us effectively utilize Kobe's star talents
across every media platform for NBA 2K10," added Jason Argent, Vice President
of Marketing, 2K Sports. "They really ensured that our investment will pay off
by creating content that we know our audience is going to want to see and
share."

SEE ALL THE CREATIVE AT:
http://postspots.com/direct.php?j=0cda8372c7
Job ID: nba2k10pr
Password: nba2k10pr
TV Spots under: NBA2K10_TakeOverFilm_FINAL

About 72andSunny
72andSunny (http://www.72andsunny.com/) is a modern strategy, design and
creative advertising company with offices in Los Angeles and Amsterdam.
72andSunny creates multiplatform big ideas for international brands defining
culture today, including Nike, Carl's Jr., Hardee's, Discovery Channel, 2K
Sports, Quiksilver, and Bugaboo.

SOURCE 72andSunny

Frank Simonelli, 1-800-517-1819, fsimonelli@prodigy.net, for 72andSunny