BBDO New York taps Houston Rockets star James Harden and retired NBA greats Charles Barkley and Scottie Pippen for a funny new spot entitled “Short Memory,” which promises to be the first in a series.
When Harden asks Barkley for advice on starting the new season fresh, Barkley explains that all the greats have short memories. Harden asks if that means Barkley forgot about it if he had a bad game, to which Barkley replies that he never had a bad game. Harden persists with a series of questions, until Barkley cuts him off, seeing that he doesn’t get it, and turns to Scottie Pippen for help. Pippen perfectly encapsulates Barkley’s point, declaring himself the greatest Chicago Bull ever — which would be true with a parenthetical “(available for selection in NBA Jam).”
It’s a clever spot, making good use of Barkley’s comedic potential, even if Harden comes across a bit stiff in comparison. Pippen’s tongue-in-cheek boast alone gives “Short Memory” viral potential, which the spot already seems to be fulfilling. It has racked up almost 600,000 views since being posted yesterday. Stick around for credits after the jump.
Credits:
Agency: BBDO New York
Client: Foot Locker
Title: “Short Memory Part 1”
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
Directory of Integrated Production: David Rolfe
Executive Producer: Anthony Curti
Worldwide Senior Account Director: Troy Tarwater
Account Director: Janelle Van Wonderen
Account Manager: Nick Robbins
Assistant Account Executive: Samuel Henderson
Production Company: O Positive
Director: Jim Jenkins
Exec Producer: Ralph Laucella
Exec Producer: Marc Grill
Line Producer: Marc Grill
Director of Photography: Eric Steelburg
Editorial Company: McKenzie Cutler
Editor: Ian McKenzie
Executive Producer: Sasha Hirschfeld
Assistant Editor: Nick Divers & Mike Leuis
Sound: Heard City
Sound Mixer: Keith Reynaud
Online Editorial: Smigital
Smoke Artist: Jim Hayhow
Asst Smoke Artist: Joseph Miller
Color: CO3
Colorist: Tim Masick
GFX: Hornet Inc.