BBDO NY Gets Meta for Foot Locker

By Erik Oster 

BBDO New York gets self-referential in its latest spot for Foot Locker, starring Manny Pacquiao.

Back in November, the agency ran an ad featuring Pacquiao as part of its “Week of Greatness” campaign for the brand in which Pacman is tricked into believing he’s finally going to fight Floyd Mayweather. Since then, the boxers and their camps have agreed on terms and the event — billed as “The Fight of the Century” — is scheduled for May 2nd.

BBDO New York’s “It’s Really Happening” references the series of events, with Pacquiao’s agent telling him Mayweather has agreed to the fight. “I know, two guys at the gym told me,” Pacman replies, referencing the previous spot. His agent explains to him that was just a Foot Locker commercial, but now the fight is on for real, even though this is also a Foot Locker commercial. The ad ends with a confused Pacquiao watching the preceding ad on TV.

While referencing previous campaigns can always be a little dicey — five months is sort of a long time to expect your audience to remember an ad — Pacquiao’s playful acting helps hold everything together. It also helps that both ads reference such a high profile event, and some have even suggested “It’s Happening” helped bring the fight to fruition. “It’s Really Happening” will make its broadcast debut next week and continue to run throughout the week leading up to the fight.


Agency – BBDO New York
Client: Foot Locker

Chief Creative Officer, Worldwide – David Lubars
Chief Creative Officer,  New York – Greg Hahn
Executive Creative Director – Chris Beresford-Hill
Executive Creative Director – Dan Lucey
Copywriter – Mike Motch
Art Director – Austin Mankey
Director of Integrated Production – David Rolfe
Executive Producer – Anthony Curti

WW Senior Account Director – Troy Tarwater
Account Director – Janelle Van Wonderen
Account Manager – Nick Robbins
Account Executive – Samuel Henderson

Production Co – O Positive Films
Director – Kenny Herzog
Exec Producer – Ralph Laucella
Exec Producer – Marc Grill
Line Producer – Grayson Bithell
Director of Photography – Marc Laliberte
Editorial – MackCut
Editor – Erik Laroi
Executive Producer – Sasha Hirshfeld
Assistant Editor – Patrick Blumer

Sound – MackCut
Sound Mixer – Sam Shaffer

Online – Smigital
Flame – Jim Hayhow
Asst. Flame – Joseph Miller

Color– Company 3
Colorist – Tim Masick