W+K New York launched a new spot for Jordan brand starring middleweight boxer Gennady Gennadyevich Golovkin.
The 30-second “Secret Ingredient” opens on a man eating steak. “Super human power requires a special ingredient,” he says as the spot shifts to stylized shots of Golovkin training hard in the ring.
That special ingredient he’s talking about? It’s hard work, which the ad implies is what sets Golovkin apart from his peers. The spot concludes with the line “No Draw,” followed by the tagline “Love the Game.”
It’s a simple approach, but the training segment makes some unusual stylistic choices that keep things interesting. Ryan Booth directed the spot, which precedes Golovkin’s upcoming May 5th fight against an as yet unnamed opponent, for production company Golden Heart. Also, we are now hungry for steak.
CREDITS
Agency: W+K New York
Client: Jordan
Campaign: “Secret Ingredient”
Executive Creative Director: Karl Lieberman
Creative Directors: Caleb Jensen, Jimm Lasser
Creative: Nathan Wigglesworth
Head of Integrated Production: Nick Setounski
Executive Producer: Orlee Tatarka
Account Team: Jordan Muse, Ashley Pratt
Art Producer: Deb Rosen
Business Affairs Manager: Justine Lowe, Lindsey Timko
Media Planning: Karlo Cordova, Branden Bouvia, Chad Muratev
Traffic Managers: Sonia Bisono
Project Manager: Carly Lissak
Director of Art Production: Deb Rosen
Head of Business Affairs: Patrick O’Donoghue
Production Company: Golden Heart
Director/DP: Ryan Booth
Executive Producer: Hillary Rodgers
Line Producer: Drew Mardis
Director of Photography: Matt Ballard
Editorial Company: Joint Editorial
Executive Producer: Michelle Carmen
Editor: Adrian Hu
Producer: Desireena Almoradie
Assistant Editor: Joseph Garst
Mix Company Joint Editorial
Mixer: TJ Dumser
Producer: Desireena Almoradie
Executive Producer Michelle Carmen
MUSIC
Band: Amnesia Scanner
Song: Title Brieth
Label: Young Turks Records
Color Company: Co3
Colorist: Jaime O’Bradovich
Producer: Kate Aspell
Photographer: Chad Moore