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2K Sports – Answer the Call

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This new 2K Sports campaign takes inspiration from infamous basketball player Michael Jordan, who is synonymous with the number 23 shirt, to promote its upcoming game NBA 2K23.

Answer The Call, directed by Bradford Young through Serial Pictures, is set to the soundtrack of the iconic song Hypnotize by hip-hop legend The Notorious B.I.G.

It features athlete Devin Booker and American rapper Jack Harlow, who narrates the spot, flipping the script in an outpouring of support and admiration for seemingly ordinary 2k players. 

By shifting the focus away from the top 1% of elite players, the initiative is designed to inspire gamers of all abilities and demonstrating that everyone can have their moment in the spotlight, by replaying some of Jordan’s most iconic career moments themselves.

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