Jordan Brand is out with one of the most evocative sports ads of the summer, a nostalgic two-minute film from agency Los York (and director Dexton Deboree) that celebrates the playground basketball court as the coming-of-age place, socially and in sport, for so many kids.
Jordan spokesman Blake Griffin narrates and stars in the film, which also features rapper Fabolous and his son. Griffin delivers a monologue that reflects on the playground’s central role in defining one’s youth and self-identity—both when he was growing up, and for kids today.
That dual time frame is evident throughout the film in the way it was shot and styled. Intercut scenes of young people socializing have retro tones, evoking an earlier era as much as the present day. This is is keeping with the Jordan brand, with its soulful legacy going back decades (its namesake, after all, came into the NBA in 1984 and retired for good 14 years ago) combined with the urgency of today’s youth.
The “Welcome to the Playground” campaign will also be supported by a range of in-store, digital and social storytelling.
Client – Jordan Brand
Agency – Los York
ECD / Creative Director – Dexton Deboree
Copywriters – Dexton Deboree, Desmond Marzette
Group Account Director – Martha Smith
Director – Dexton Deboree
Director of Photography – James Laxton
Editorial – Leo Scott – Cartel
Color – Tom Poole – Company 3
Music – Statik Selektah
Re-Mix: DJ Wizz
Mix – Lime, Matt Miller
Art Directors – Dave Ruiz, Serge Kirsanov
Animation – Sam Cividanis, Byron Slaybaugh
Executive Producer – Martha Smith
Line Producer – Chris Palladino
Post Producer – Nick Thomas