MJ and Nike (cont)

I’m starting to look back on sports advertising and marketing from 2008, and I have to start at what has been the epicenter of great sports ads for eons: Nike and Michael Jordan.

Early in the year they ran a series of “Become Legendary” ads featuring MJ for the Jumpman brand. A couple of them just had his voiceover, one had a bit of him on camera, one highlight-filled spot didn’t have him at all. This one was my favorite.



They were beautifully filmed and nicely written. But for the most part, they weren’t as surprisingly fresh as the ads they did together when he was playing. And that’s primarily because he just doesn’t provide the same raw material.

He was the lead actor in a spectacular drama, night in and night out, for a decade. Win or lose, he was brilliant, and the fodder he created was so rich and full of possibilities. It enabled Weiden & Kennedy and Nike to make ridiculously great commercials like this:



It’s just not the same now.

His words in the Become Legendary series ring true. They speak to young athletes craving greatness, and he still inspires. I’d bet these spots work hard against those win-at-all-costs hard core competitive athletes. And that may be where the biggest difference may be: he doesn’t have the broad impact he once had over a wider swath of people. That was what made him so valuable in his days of stardom on the court. MJ as an athlete was both a charmer and a winner, which made him universally loved and invaluable as a spokesman.

The next time you see that again will probably be…well…never.

Should Nike continue to use MJ in their ads? Is he still effective? You tell me. I'm happy watching him do his thing for as long as he chooses.

Although I do wish he'd stop doing those Hanes ads. Cuba Gooding was bad enough. Kevin Bacon and Charlie Sheen? Yikes. Who's next, Ashton Kutcher?

Why Nike is like the stock market

Many joyous ups, some surprisingly horrific downs, but over time, trustworthy.

The new ad featuring the King is wonderfully sublime. Terrific music with an addictive hook. Cool cameos by a cool star (Li'l Wayne). Great faces. Authentic sports. Transcendent superstar. Makes you smile. Classic Nike.



Thanks, W&K, for reminding us that Nike really is the King.

And just for fun, another Nike ad by the same name.



Also a smilemaker. Thanks, Youtube.