Pac Div Teaches NBA Stars the ‘History of Bling’

For NBA players not pursuing a secondary career in furniture store stockroom management, an extension to the lockout means even more opportunity to star in commercials for various products. Take, for example, New York Knicks small forward Carmelo Anthony, who we just saw get schooled in a Jewish Under 30 League match in Air Jordan’s latest “Love the Game” spot. Now, we’re seeing Melo get schooled in a different way. Really, is there a better teaching method for raising standardized scores nationwide than with the magic of hip-hop history lessons?

From Venice Beach-based agency Zambezi comes the above “viral” spot for Phiten, purveyor of propane and propane accessories titanium-fused accessories. Joining “Melo” are NBA players Chris Bosh, Eric Gordon and Derrick Williams, and So Cal hip-hop trio Pac Div star as the formal educators/wordsmiths. Using the power of clever rhymes, scantily-clad females and money falling from the sky, Pac Div arouses the interests of the bored, Letterman jacket-wearing ballers, educating them on the history of shiny accessories from the days of Ancient Egypt to 80s hip-hop.

The jam ends with the Phiten duo titanium bracelet showcased as the next evolution of bling, leaving the viewer to ask him or herself why Phiten decided it needed four NBA players and a rap trio t0 showcase its new bracelet. But, with players out of their million dollar-plus salaries and critically acclaimed young hip-hop groups looking to break into the mainstream, why wouldn’t Phiten use the star talent at its disposal? Credits after the jump.

Managing Director: Chris Raih
Creative Director: Brian Ford
Associate Creative Director: Kevin Buth
Copywriter: Todd Murphy
Art Director: Stephen Giem
Group Account Director: Matt Dzamba
Assistant Account Executive: Jeramie Hopson
Executive Producer: Alex Cohn
Producer: Nathan Nowak, Lisa Ashe
Editor: Ling Ly
Director: So Me

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