BBDO New York launched a new campaign for Foot Locker featuring Houston Rockets star James Harden, who the agency teamed up with last September for the “Play My Tweet” effort.
The campaign features a series of spots starring Harden, centered around the spot “James Harden’s Inner Voice.” It seems that some strangeness from Periscope and Harden’s whacky work for Trolli may have seeped into the effort, as said “inner voice” sounds a lot like Colin Farrell.
When approached by two fans, Harden’s gives out a little nugget of advice: “Look fresh and always trust that little voice in your head,” to which the fan nods along…until Harden adds, “you know, that little voice that kind of sounds like Collin Farrell.” The guys look thoroughly perplexed as Harden’s inner Farrell voice tells him it’s time to get going so he can “shower and wait for the president to call.”
The other spots follow the strange formula, with Farrell providing Harden’s inner monologue for a practice session, a strange car entry method and, in both “Treadmill” and the self-referential “Greatest Pre-Roll Ever” a workout session.
Harden is a natural choice for such a strange approach, even if the scenarios in which he interacts with his inner Colin Farrell voice are a little run-of-the-mill. Harden’s presence and the sheer strangeness of the ads should be enough to at least help them stand out from the pack, however — especially at a time when other brands seem focused on the 2016 Rio Olympics.