Jordan Brand Pays Respect to Derek Jeter
Nike’s Jordan Brand is honouring New York Yankees captain Derek Jeter with an advertising campaign using the “Re2pect” theme, a reference to his position as Number 2. A 90-second commercial features some of Jeter’s biggest fans and even his rivals tipping their caps to pay homage to Jeter. “No matter what hat you wear, tip it to The Captain.’ Jeter, who is serving his final season as baseball, was the first athlete after Michael Jordan to sign up with Brand Jordan. See Twitter responses to the #Re2Pect hashtag.
The Pay Your Re2Pect campaign was developed at Wieden+Kennedy New York by executive creative directors David Kolbusz, Susan Hoffman, Mark Fitzloff, creative directors Gary Van Dzura, Jimm Lasser, copywriter Eric Helin, art director Erwin Federizo, head of content production Nick Setounski, senior producer Jesse Brihn, assistant producer Kristen Johnson, account team Jerico Cabaysa, Price Manford, Cory McCollum, and business affairs manager Adam Caviezel.
Editor was Biff Butler at Rock Paper Scissors with post producer Melanie Gagliano and executive producer Eve Kornblum.
Visual effects were produced at The Mill by VFX lead Flame artist Richard Lyons, VFX supervisors Antoine Douadi, VFX executive producer Verity Grantham and producer Jeremy Moore.
Colorist was Tom Poole at Company 3.
Derek Jeter is joined by catcher AJ Pierzynski, Boston Red Sox pitcher Jon Lester, New York Yankees coach Rob Thomson, film director Spike Lee, former NY politician Rudy Giuliani, basketball player Carmelo Anthony, actor Billy Crystal, golfer Tiger Woods, skateboarder Eric Koston, rapper Action Bronson, basketballer Maya Moore, basketball executive Phil Jackson, Los Angeles Lakers part-owner Jeanne Buss, rapper Jay-Z, pitcher Mariano Rivera, pitcher Andy Pettitte, baseball executive Joe Torre, basketball player Tino Martinez, catcher Jorge Posada and basketballer Michael Jordan.