Basketball shoe marketer And 1 tells the story of Minnesota Timberwolves star Kevin Garnett through a 30-second rap snippet in a new campaign from Fallon.
Though account service, media and planning on the $3-5 million business are handled out of Fallon's New York office, creative was devised by Minneapolis-based Linus Karlsson and Paul Malmstrom. The duo's work on the account started last year, but the cross-collaboration is likely to continue since Fallon laid off most of its New York-based creative staff in January.
"Hopefully, it will continue," said copywriter Karlsson, noting he has worked on other campaigns for Fallon's New York and London offices. "It's an inspiring way to work, to meet all of the people working [for the agency]."
The first spot in the new campaign is centered around the Paoli, Pa., company's new shoe, KG Mid. The commercial depicts a "defining moment" in Garnett's life—when he was playing basketball by himself on a rainy South Carolina night, Karlsson said. As Garnett drives to the hoop, defining images from his life are shown—from imaginary opponents to the jersey his mother burned when he continued playing over her protests.
"We wanted people to get to know Kevin Garnett a little more, and through that get to know And 1 a little better," art director Malmstrom said.
The spot broke last week during basketball coverage on TNT. It is expected to run on sports and music cable networks, including ESPN, BET and MTV, through the Na t ion al Basketball Association playoffs in June.
Three other spots are expected to break later this spring. While Malmstrom and Karlsson would not divulge details of the future spots, they hinted at a similar tone.
"All of our ideas are going to come from the player's perspective," Karl sson said. "You will definitely get a take on And 1's philosophy."
Fallon won the business last February. A previous campaign featured a stargazing Garnett reciting his own take on "Twinkle Twinkle Little Star," calling on NBA "superstars" to combat their reputations for greed and ego.
And 1 spent $4 million on advertising through the first 11 months of last year, according to CMR.