Kevin Garnett is now shooting ads for Verizon. The significance of the basketball marketing deal is the fact that Verizon’s biggest competitor is the cable TV company that carries the Boston Celtics games during the regular season.
KG is now engaged in a NBA playoffs showdown against the Detroit Pistons, is starring in a 30-second ad that touts Verizon’s cable FiOS TV services, including the system’s “home media” products.
The national ads, which started airing yesterday, will run for a couple of months, a Verizon spokesman said yesterday.
“Kevin Garnett is the ultimate, game-changing NBA star, and FiOS TV is the ultimate, game-changing entertainment experience,” said John Wimsatt, senior vice president of marketing for Verizon Telecommunications.”
Streetball Remix: “Kevin Garnett is the ultimate, game changing NBA star that can push our products to the people most willing to purchase them.”
As a Verizon statement describes it: “The new TV spot is set in a venerable Boston mansion that is decorated in a comically lavish style. Garnett towers over a slender Verizon technician who shows him how he can record videos in his family room, then watch them on other TV sets located throughout the house, including in a five-story stairwell.”
Verizon, the giant phone company that only recently jumped into the cable-TV business, provides digital services to 70 towns in Massachusetts, though not yet in the city of Boston.
By teaming up with Verizon, Garnett is in effect pitching a product that competes with Comcast, owner of Comcast SportsNet, which carries Celtics games.
Comcast yesterday indicated it wasn’t intimidated by Garnett’s towering presense for Verizon, which also carries Comcast SportsNet’s Celtics games.
Comcast Responds to Kevin Garnett and the Verizon Alliance
Referring to Verizon as a “phone company,” Comcast spokesman Jim Hughes said no other competitor “comes close” to its coverage of the “amazing Celtics” and other New England sports teams via its on-demand and high-definition services.
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