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Zambezi Launches New Global, Integrated Ad Campaign for NBA 2K13

Executive Produced by Jay Z, NBA 2K13 Fuses Gaming, Music and Basketball (October 10, 2012)

VENICE BEACH, CA -- (Marketwire) -- 10/10/12 -- Zambezi (http://www.zambezi-la.com/) announced today a new integrated ad campaign to support the launch of NBA 2K13 (http://bit.ly/VHvp9I), the next generation of video games from 2K Sports, executive produced by Jay Z, which debuted in stores October 2.

NBA 2K13 takes the fusion of gaming, music and basketball to new heights, giving gamers a truly authentic, immersive entertainment experience. It features life-like graphics, real in-game commentary and an exceptional 25-song track list handpicked by Jay Z, including some of his biggest hits alongside an eclectic mix of today's top musical talent such as Kanye West, Coldplay and Mobb Deep.

Zambezi, a Venice, CA-based ad agency specializing in sports and entertainment brands, developed and executed the ad campaign. The integrated effort features TV, digital, print ads, out-of-home and other elements, geared toward everyone passionate about basketball -- sports fans, gamers and even NBA athletes.

A key component of the campaign is a 30-second TV commercial, which debuted September 27 on sports and entertainment cable networks, followed by a launch party held at Jay Z's 40/40 Club in New York City.


"Zambezi understood all of our objectives and our goal of bridging the gap between basketball and pop culture," said Jason Argent, Vice President of 2K Sports. "To that end, the campaign helps embody what NBA 2K13 is about -- the next evolution in the New Dynasty and in our franchise."

Another unique element of the campaign is a cover design that features "The New Dynasty" -- Kevin Durant, Blake Griffin and Derrick Rose -- three of the most dominant NBA players under 25 years old. In addition, a 15-second teaser showcases NBA 2K13's exceptional graphics and features a first-ever voiceover by basketball legend Michael Jordan.

"NBA 2K13 is a wealth of riches. Obviously it features next level gameplay that has led the sports sim category for years," said Brian Ford, founder and executive creative director, Zambezi. "But NBA 2K13 also brings culture to the forefront, adding another compelling layer to the game experience. Last year Bird, Magic and MJ were on the covers -- that's a tough act to follow. This year we're introducing 'The New Dynasty,' and all that comes with it. It's going to be a feast for hardcore gamers and casual hoopheads alike."

About Zambezi
Zambezi is an independent, full-service creative agency specializing in passion brands. With offices in Venice Beach, CA and Shanghai, China, the agency was established in 2006 and works with world-class brands such as 2K Sports, popchips, Champs Sports, Beats By Dr. Dre, Li-Ning, TaylorMade-Adidas-Ashworth Golf, Sprite, smartwater and vitaminwater. For a look at who we are and what we're about, visit www.zambezi-la.com

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Contact:
Jordan Katz
DiGennaro Communications
Jordan@digennaro-usa.com
(646) 380-4759


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