To celebrate the fact that they are in the NBA playoffs for the first time in six years, the Toronto Raptors have launched 'We the North,' the first campaign of its rebranding efforts, which will be gradually introduced over the course of the next 18 months.
The 60-second spot attempts to rebrand not only the team, but reconstruct how Canada, and more specifically, Toronto, is perceived by NBA fans. The fact that the Toronto Raptors are the only NBA team in Canada has earned them a label of being outsiders. However, they willingly embrace this epithet in the commercial, turning a negative into a positive.
Senior director of communications at Maple Leaf Sports and Entertainment Dave Haggith predicts this will be one of the team's biggest campaigns to date. He explains, “We are standing alone against the rest of the league and we have a proud and passionate fan base.” The first commercial will air on Sportsnet and TSA throughout the playoffs.