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Fila
Title Bowe Motion
Agency FCB/LKP, New York
Group creative director Sam Gulisano
Senior creative director Phil Guthrie
If Riddick Bowe had looked as sharp against Evander Holyfield as he does in this well-crafted spot for Fila cross-training athletic shoes, he might still be the heavyweight champion. The 30-second ad portrays Bowe in a variety of modes, including James Cagney impersonator, model train enthusiast and Robin Hood wannabe. Each image plays off the hand-scrawled messages – ‘right cross,’ ‘cross word,’ ‘cross Bowe’ – that flash onto the screen.
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