NBA star Russell Westbrook might be having a great season by the numbers, but Foot Locker wants you to know his statistical prowess extends well beyond traditional metrics—into areas like percentage of opposing coaches’ dreams haunted.
A new ad by BBDO New York plays on Westbrook’s impressive run of triple-doubles this season. A fan approaches the baller at a restaurant to compliment him on his performance (and his clothes, naturally, bought at Foot Locker). Westbrook proceeds to subject the fan to a litany of obscure yet mind-blowing stats which, despite being completely absurd, all make perfect sense.
He crashes into 1.7 cameramen per night. He causes two times more parental neglect than any other player. He leads the league in minutes talking to himself intensely. He even kept social video platform Vine alive for an extra few months with irresistible clips of him shaming other players by dunking on them (Vine was folded late last year by Twitter).
It’s a smart and funny conceit, perfectly written and staged, with special kudos for Westbrook’s mirror monologue (though the same basic dynamic made up an entire ad last year for Jordan Brand, from Wieden + Kennedy).
A cameo from Celtics elder statesman Bill Russell ties things up nicely, as Westbrook (point guard for the Oklahoma City Thunder, and in many ways a marketer’s dream, even when he’s just striking a single pose) is forced to rein in his ego, however slightly. Plus, he’s apparently handling the stats pressure with more panache than Bryce Harper.
Client: Foot Locker
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Chris Beresford-Hill
Executive Creative Director: Dan Lucey
Associate Creative Director: Mike Motch
Associate Creative Director: Austin Mankey
Copywriter: Talon Gustafson
Executive Producer: Anthony Curti
Account Director: Janelle VanWonderen
Account Manager: Laura McWhorter
Account Executive: Sam Henderson
Assistant Account: Executive: Christian Martinez
Project Manager: Amy Orgel
Production Company: O Positive
Director: Kenny Herzog
Executive Producer: Ralph Laucella
Executive Producer: Ken Licata
Director of Photography: Eric Steelburg
Editorial: No 6
Editor: Jason MacDonald
Assistant Editor: Ryan Bukowski
Executive Producer: Corina Dennison
Producer: Laura Molinaro
Sound studio: Sound Lounge
Sound Mixer: Tom Jucarone
Colorist: Tim Masick