Kris Humphries needs a lot of positive reinforcement right now.
That's according to a new ad from Foot Locker and BBDO, starring Humphries and fellow NBA star James Harden. The spot opens on Harden, who is having fun with his friends at a really sweet party where everyone is dressed super-fly and there's a spread featuring all kinds of fresh fruit and a cheese plate. Except for "D," who has made the unforgivable faux pas of wearing the same sneakers two days in a row. This is a no-no because people who want to hang out with Harden need to keep it fresh, instead of being totally lame, like "D." (Also because Foot Locker has paid Harden a lot of money to appear on camera and endorse buying a new pair of shoes every day.)
Cut to "Maurice," a former Harden tagalong who Harden and Foot Locker have now forced to hang out with Humphries in his boring condo. There, he will dress like a herb and stare at himself in the mirror while his cronies—Maurice now included—are obligated to coo compliments into his ears. No party. No cheese plate.
The spot also pokes enough fun at its own vanity that it doesn’t come off as completely insidious; overall, it’s a clever and charmingly self-deprecating conceit. And as wealthy basketball celebrities go, Humphries is a good pick for a sad sack. Staged or not, being the jilted husband of a Kardashian has to be by its nature a special form of public humiliation.
Credits
Client: Foot Locker
Agency: BBDO New York
Title: "Harden’s Entourage”
Chief Creative Officer: David Lubars
Senior Creative Director: Chris Beresford-Hill
Senior Creative Director: Dan Lucey
Art Director: Matt Sorrell
Copywriter: Jessica Coulter
Director of Integrated Production: Dave Rolfe
Executive Producer: Dan Blaney
Junior Producer: Mona Lisa Farrokhnia
Worldwide Senior Account Director: Troy Tarwater
Senior Account Director: Brad Groves
Account Director: Janelle Van Wonderen
Account Executive: Nick Robbins
Production Company: Biscuit
Director: Aaron Stoller
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Mala Vasan
Director of Photography: Mandy Walker
Production Designer: Lester Cohen
Editorial Company: Mackenzie Cutler
Editor: Ian Mackenzie
Executive Producer: Sasha Hirschfeld
Editorial Producer: Evan Meeker
Assistant Editor: Maria Lee
Audio: Heard City
Sound Engineer: Philip Loeb
Music: Que Fancy Music
Composer: Philip Quinaz
Animation House: Hornet Inc.
Producer: Cathy Kwan
Animators: Andrew MacFarlane / Santa MariaK
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