BBDO N.Y. Shares Some ‘Thoughts’ for Foot Locker

By Erik Oster 

BBDO New York launched a new spot for Foot Locker featuring New York Giants wide receivers Victor Cruz and Odell Beckham Jr., entitled “Inner Thoughts.”

“Thoughts” opens with Odell saying “Great having you back, Vic.” Each player admires the others new kicks from Foot Locker before Cruz says, “Can’t wait to take the field with you this year.” As the spot goes on and the pair trade niceties, viewers are given a view at each player’s inner monologue, courtesy of a voiceover.

Without giving too much away we can say that what each player says and what they think doesn’t exactly match up. It’s a tongue-in-cheek approach and Giants fans should appreciate the humorous portrayal of how teammates really feel about each other.


The spot ends, appropriately enough, with the text “Start Fresh.” NFL fans eager for the start of the season, and Giants fans in particular, should get a kick out of the ad, and while its product integration is transparent it doesn’t detract from the spot’s humor or feel intrusive.

Agency: BBDO New York
Client: Foot Locker
Title: Inner Thoughts

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
Executive Producer: Anthony Curti
Executive Producer: Angelo Ferrugia

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: Ken Licata
Line Producer: Ken Licata
Director of Photography: Marc Laliberte Else
Editorial: MackCut
Editor: Ian MacKenzie
Post Producer: Sabina-Elease Utley
Assistant Editor: Pamela Petruski

Sound: Heard City
Sound Mixer: Phil Loeb & Keith Reynaud

Online/VFX: Smigital
Flame: Jim Hayhow
Asst. Flame: Joseph Miller

Graphics: Hornet Inc

Color: Company 3

Colorist: Tim Masick