Michael Jordan last week said this may well be his last season in the National Basketball Association. If so, his departure would be a loss for advertisers as well as NBA fans.
Proving Jordan's potency as an endorser, Gatorade on Feb. 7 broke an updated version of the "Be like Mike" spot it first ran in 1991.
"There was so much enthusiasm for the return of the 'Be like Mike' song, we thought, 'Why not not give it another run?'" said Sue Wellington, Gatorade vice president of marketing.
The 1998 version, again from Foote, Cone & Belding in Chicago, presents an all-star cast singing the "Be like Mike" song. Making quick cameo appearances are athletes Sheryl Swoopes, Lisa Leslie and Mia Hamm; sportscasters Chris Berman and Ahmad Rashad; Warner Brothers cartoon characters Marvin the Martian and Bugs Bunny; John Popper of rock group Blues Traveler; and vocal group Take 6.
Another NBA legend, Larry Bird, appears at the close, insisting, "I'm not gonna sing."