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Kobe Takes Over in NBA 2K10 Launch

Kobe Bryant FINALLY gets his moment in the spotlight in 72andSunny’s new NBA 2K10 campaign, which coincides nicely with the regular season that kicks off in a few weeks.

Never ever one to steal the show, Bryant gets his chance in the spot above to put on a little razzle-dazzle via videogame simulation..because that couldn’t possibly happen in real life. Kanye West‘s 2009 playoff anthem “Amazing” somehow continues to have a shelf life as evidenced by the promo from the Cali agency, who teamed up with LA-based sports branding firm Zambezi to launch the “How Will You Take Over?” effort. The NBA 2K10 campaign also includes print, outdoor and online ads, content films and a Facebook application. See Kobe, modesty can pay off.

More: “Lakers Games About to Get Tipsier

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