"We are absolutely committed to developing the Clippers into not only one of the top teams on the court, but also one of the best organizations in professional sports," said Clippers owner Steve Ballmer in a release. "We are relentless in pursuit of our goals, and believe this campaign captures the essence of what it means to be a Clipper."
The campaign was created by new agency partner RPA, headquartered in Santa Monica.
"He (Ballmer) wants to do what’s right, and that’s all you ask from any owner," Clippers coach Rivers said. "He’s good, and the players love the fact that we have an owner that really wants us to do well and is willing to put his wallet behind it. I don’t know if you can ask for anything more."
The 60-second and 30-second versions will also air locally in the Los Angeles market in high-profile primetime shows, live sports programming and Los Angeles and Orange County movie theaters.
Emotional imagery capturing the "Be Relentless" campaign will be prominently displayed around town and along major freeways, according to the release.