Dec. 3, 2010
Park Ridge, Ill. - The Big Ten Conference this weekend will continue its basketball public service announcements entitled, Big Ten Soundtrack. The PSAs feature musical backdrops by highly regarded artists Public Enemy, De La Soul and Janelle Monae. The musical anthems were chosen for their appeal among all generations and to showcase the Big Ten's basketball excellence to its extensive and diverse audience.
The Big Ten will debut a new women's basketball PSA, entitled Tightrope, delivered by Grammy-nominated artist Janelle Monae performing her hit track of the same name. Incorporating energetic highlights of Big Ten women's basketball, the spot plays to the passion of Big Ten student-athletes through the fast-paced and rhythmic lyrics of her smash-hit single. The spot, which will debut and be shown throughout the Big Ten Network's women's basketball coverage on Sunday, will air on the Big Ten Network, CBS Sports and ESPN2 during the 2010-11 season.
The Big Ten men's basketball PSA, Give it Up, is set against the backdrop of the 1994 Public Enemy hit by the same name, featuring the narration of Chuck D. The spot highlights the energy, excitement and derivation of the passing game, as well as high-flying action and unselfish play that Big Ten basketball student-athletes have exhibited over the past several decades.
A second men's PSA, Magic Number, is a montage set De La Soul's The Magic Number. It ties together players and action from different generations through "the magic number" three. This spot highlights exciting three-point buzzer-beater celebrations and the fantastic plays of Big Ten standouts bearing the No. 3 jersey.
The men's basketball PSAs will debut during the Dec. 18 South Carolina at Ohio State contest on CBS Sports. Both spots will appear during the season on the Big Ten Network, CBS Sports, and ESPN, ESPN2 and ESPNU.
The Big Ten Soundtrack PSAs are part of the Big Ten's thematic, "Big Life. Big Stage. Big Ten." that was introduced in 2008. The spots can be found below and at www.youtube.com/bigtenconference.
The campaigns and PSAs were created and produced by Chicago-based TeamWorks Media.