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Spike Lee started building his brand with a call from Wieden + Kennedy. After wrapping his first feature film, the 1986 cult classic She’s Gotta Have It, Lee remembers how Wieden executives reached out when he was broke and living in a pre-gentrification Fort Greene in Brooklyn, N.Y. “They said they saw my character [Mars Blackmon] and wanted me to direct TV commercials. That came out of nowhere,” Lee said last Thursday. What resulted was a series of iconic ads that helped propel both brand Nike and brand Spike to the forefront of American pop culture.
On stage with Charlie Rose on the last day of the PromaxBDA conference, Lee waxed nostalgic about his career and his brand-building efforts.
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