Nike’s Jordan Brand has launched a series of television commercials this month continuing the “Become Legendary” tag line. This latest phase in the ‘Become Legendary’ marketing plan consists of a series of motivational print and three national television advertisements, beginning with “Simple Math”. “Simple Math,” launched on December 7 and running through January 8, 2009, is an honest look at a college football team in its mission to achieve success through hard work and relentless training. The voiceover’s obsession with calculations is contrasted with the super, “Success is not calculated. It’s earned”.
“How did we do this year? Divide the results of the interactive poll by 2850. This quotient is the first component. Poll the coaches and divide that number by 1575. Throw up the high and low numbers of the six computer rankings. Add the remaining four and divide by 100 to get the final component. Add these numbers together and divide by three. That’s how we did.”
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“This year’s campaign features Team Jordan athletes such as Chris Paul, Carmelo Anthony and Rip Hamilton, as well as non-professional competitors all of whom have taken cues from Michael Jordan’s path to becoming legendary,” said Justin Burke, Brand Manager for Jordan Brand. “The ‘Become Legendary’ campaign is not about the end result, it’s about the path you take to pursue your aspirations. We want people to take inspiration from this campaign and apply that Jordan Brand philosophy in their own pursuit to become legendary.”
Subsequent spots entitled “Field Generals” and “Leave Your Mark” will channel the passion and dedication behind athletic competition to connect with consumers on what it takes to ‘Become Legendary.’ The television ads will air on major networks such as ESPN, TNT, CBS and FOX during seasonal sporting events including the Bowl Championship Series, NBA All-Star Weekend and March Madness.
The print segment of the campaign, entitled “Zip Codes,” focuses on November, February and March issues of sports, urban lifestyle and men’s fashion publications such as Slam, Dime, Bounce, Hoop, XXL Complex, Giant, and other top tier outlets. The ads present Team Jordan athletes in their hometowns wearing Jordan Brand clothing and footwear with inspiring messages. In addition to the television and print ads, the ‘Become Legendary’ portfolio will online at www.Jumpman23.com, in-store retail marketing, and community, consumer and celebrity events throughout 2009.
The Become Legendary campaign is being developed at W+K New York by executive creative directors Todd Waterbury, Kevin Proudfoot, creative director/art director Keith Cartwright, copywriters Josh Dimarcantonio and Joe Ventura, account team Andrew Goldberg, Michael Dunn, Juan Reyes, media planners Troy Valls, Blake Barkin William Hearst, project manager Bianca Jose, strategic planner Chuck Welch, head of production Gary Krieg, broadcast producer Nick Setounski.
Editor was Robert Duffy at Spot Welders with executive producer Tommy Murov and assistant editor Vriana Bohling.
Sound was mixed by Philip Loeb at Henryboy, New York.