Tag:Jordan Brand
Posted on: December 3, 2011 2:58 pm
Edited on: December 3, 2011 10:04 pm
  •  
 

Dwyane Wade's new Jordan Brand 'flight' ad video

Posted by Ben Golliver



With the 2011-2012 NBA season finally back on "play", Nike and Jordan Brand can put away the "Basketball Never Stops" and "Love The Game" ad campaigns and get back to selling their athletes. 

Miami Heat All-Star guard Dwyane Wade is one of Jordans' three signature athletes -- New York Knicks forward Carmelo Anthony and New Orleans Hornets (for now) guard Chris Paul are the others -- and the sneaker brand unveiled its latest commercial for him earlier this week.

Jordan's theme this year is "Flight", whether that's flying by someone off the dribble, flying through someone on the way to the basket or flying over someone to finish at the rim. Wade's commercial is a straightforward and unspectacular take on the "flight" theme. The spot opens with Wade's defender stepping in to intercept a pass on the perimeter and looking to take it to the house for a dunk on the other end. Wade's instincts kick in and he prepares to leap through the air as the basketball court transforms visually into what looks like a massive skateboarding halfpipe. Wade uses some Matrix-like moves to scale a lift-off platform before the scene returns to the court, where he has now timed his leap perfectly to execute a chasedown block. The crowd reacts, Wade smiles at the baseline cameras and the tagline "This is flight" flashes across the scene. End scene.

Compared to Jordan's lockout efforts, this new ad is far less profound or evocative. Rather than making you rethink what you thought you knew about professional athletes and their dedication to the sport, this is all visceral: "Holy cow, he's way up there, doing extraordinarily athletic things." This isn't necessarily a bad approach. Many fans -- and consumers -- might feel strongly that the time for overthinking is over now that the NBA season is finally back.

RELATED: Dwyane Wade pledges his loyalty to Michael Jordan during the NBA lockout
Posted on: October 24, 2011 7:46 pm
Edited on: October 24, 2011 7:55 pm
 

Video: Jordan Brand releases 'Love The Game' ad

Posted by Ben Golliver



NBA players, locked out by their league's owners and stuck in a labor impasse, recently attempted to curry public favor with a social media campaign using the words "Let Us Play." Of course, it backfired, as fans pointed out that there was a deal on the table (albeit a terrible one) that would have allowed the players to return to work immediately if they simply signed off on it. Appealing to the public for sympathy and pointing their collective finger at the owners just didn't strike the right chord with fans who can easily find fault with both sides.

Leave it to Jordan Brand to find the proper wording and tone that has eluded the NBPA for months. Building on Nike's "Basketball Never Stops" tagline that's dotted t-shirts at exhibition games throughout the summer, Jordan has released a two-minute long commercial that paints the players in a better light than any Billy Hunter interview could.

Starring Miami Heat guard Dwyane Wade, New Orleans Hornets guard Chris Paul and New York Knicks forward Carmelo Anthony, the ad aims to show how devoted the players are to their craft, regardless of the lockout. To prove it, Wade, Anthony and Paul are shown competing in a variety of pick-up games and intramural leagues near their home NBA market. Wade stars in the Miami Kiwanis Club League, the Flamingo Sr. Rec Center League and the Dade County Municipal League; Paul runs game in the NOLA Inter-Parish League and the Bayou Women's League; Anthony holds court in a Williamsburg pick-up game, at Five-Star Basketball Camp and in the Jewish under-40 league. Wade, Paul, and Anthony face off against opponents of both genders and all ages, races and creeds. 

As the ad wraps, the All-Star trio comes together for an exhibition game in Beijing, China, with fans giddy in anticipation. Finally, the tagline -- "Love The Game... No Matter What" -- splashes on the screen to conclude the commercial.

In terms of pure public relations value, "Love The Game" wins in a landslide over "Let Us Play." Even the most cynical observer can appreciate demonstrated passion for basketball. The players may never win the sympathy of the general public, but putting aside the financial aspects of the lockout to focus on a universal love for the game, as Jordan has done here, should earn them some renewed respect.

Video courtesy of YouTube user Jumpman23.

Hat tip: @DarrenRovell
 
 
 
 
The views expressed in this blog are solely those of the author and do not reflect the views of CBS Sports or CBSSports.com