You've got to love the Knicks because the Knicks ARE New York. They play in the heart of Manhattan in the world's most famous arena - Madison Square Garden. They play a 'no fluff' style that's in your face. The NY Knicks are the city's team. The campaign tagline: 'One Team-One New York' summarises this connection. The graphic style, music, and editing all work to conjure up the energy that IS Madison Square Garden. The celebrity voice-over, John Turturro is himself a native New Yorker and avid Knicks fan. His distinctive sound reinforces the NY theme.

Overall, individual ticket sales increased by 8% throughout the DRTV campaign. Since the commercials (two, 30-second spots were created for under $49,000 each) were developed at such a modicum of cost, the client was extremely happy. Additionally, the spots ran on the arena jumbo-vision screen during Knicks games, and ran in rotation on local NY TV stations.