Freestyle Nike Wieden + Kennedy, Portland, Ore.
Try and watch this spot without moving at least one body part in time with the music. Jeff Elmassian (then with music and sound design shop Digighearit) and hip-hop godfather Afrika Bambaataa fused the innovative 1982 track “Planet Rock” with sounds from a basketball court—sneakers squeaking, a hand slapping the ball, a ball whooshing through a hoop. It’s a perfectly mesmerizing complement to the chor e o graphed and freestyle moves performed by a mix of professional and street players. The effect is so compelling, we can even forgive the blatant attempts to disguise the spot as a music video.
other NOMINEES: Crazy Legs Levi’s TBWA\Chiat\Day, San Francisco / If I had A million dollars New York State Lottery DDB, New York / Beat Apple iPod TBWA\Chiat\Day, Playa del Rey, Calif. / Gifted-men Gap Modernista!, Bosto