Rapper, actor and now sports-league owner Ice Cube is trying to revolutionize basketball with his Big3 league, the third season of which is airing on CBS this summer.

Instead of the traditional game of five on five, Big3 is a super fast-moving game of three on three. Teams include former NBA and international players and games are played on half-court, with different shots counting as two, three and four points. The team that gets to 50 first wins the game.

Lava Studio and CBS Sports’ campaign for Big3—which includes fun raps written by CBS Sports’ Brian Konieczko and performed by Ice Cube—will rollout throughout this year. The campaign includes the spot above and the four below:


Great Things

Basketball Evolution



Client: CBS

EVP, Marketing, CBS: Kelly Dunne

Senior Writer/Producer, CBS Sports: Brian Konieczko

Executive Producer, CBS: Joellyn Lankin

Director of On-Air Promotion, CBS: Christa Gorman

Agency: Lava Studio

Owner/Creative: Robert Kirkpatrick

Director/Creative Director: David Woodward

Animators: Carlos Valesquez, Kyle Reynolds

EP: Susie Shuttleworth

Line Producer: Kevin Clark

Producer: Lia Mitchell

Coordinator: Suzi Clark

Editor: Steve Schuff

Color: Irving Harvey

Audio: Outpost Audio

Tags: big 3 cbs sports hot spots ice cube lava studio

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