Dr. Phil, Sanjay Gupta and More Get Real in BBDO’s Latest for Foot Locker

By Patrick Coffee 

In a new spot promoting Foot Locker and its holiday-ready Air Jordan 29 Low model, BBDO New York takes a different approach to the inspirational sports ad by gathering a group of random celebrities to tell an aspiring baller why he will never be Russell Westbrook…so he should really just stop trying.

Do you recognize all these people? We are proud to say that we do not–but we do know of Oprah’s favorite fake doctor, who is not licensed to practice psychology or any other type of medicine in the United States or elsewhere.

He is, however, allowed to appear in ads making light of the fact that he is a toxic idiot who millions of people listen to for no real reason at all.

Our personal gripes with Mr. McGraw aside, this is a fun holiday campaign promoting the Jordan line under the “Fly Your Own Way” theme. Jalen Rose is always pretty good, Melissa Rivers looks…different, and we have a slight sad for the unnamed old guy who just said “Screw it, I’m done.”


Here’s Westbrook’s quote, which he definitely wrote himself:

“I always have fun working with Foot Locker and Jordan Brand, but this commercial was particularly memorable with so many different people and well-known personalities. This holiday season I want to inspire my fans to stay true to themselves and be who they are.”

The campaign makes a good point, though. All young, talented people should be encouraged to do things their own way (within reason), and the idea that any up-and-coming player could or should be exactly like his/her idol is just as ridiculous as the idea that a pair of shoes can make you jump higher and dunk better.

Agency: BBDO New York
Client: Foot Locker
Title: “Fly Your Own Way”

Chief Creative Officer, Worldwide – David Lubars
Chief Creative Officer, New York – Greg Hahn
Executive Creative Director – Chris Beresford-Hill
Executive Creative Director – Dan Lucey
Creative Director – Ryan Raab
Creative Director – Dan Kenneally
Executive Producer – Anthony Curti
Music Producer – John Melillo
Worldwide Sr. Account Director: Troy Tarwater
Account Director: Janelle Van Wonderen
Account Manager: Catherine Wright
Account Executive: Sam Henderson
Project Manager: Amy Orgel
Production – O Positive Films
Director – Jim Jenkins
Exec Producer – Ralph Laucella
Exec Producer – Marc Grill
Director of Photography – Robert Yeoman
Editorial – No 6
Editor – Jason Macdonald
Assistant Editor – Nick Schneider
Assistant Editor – Ryan Bukowski
Executive Producer – Corina Dennison
Producer – Malia Rose
Sound – Heard City
Sound Mixer – Keith Reynaud
Online – No6
Flame Artist – Ed Skupeen
Flame Artist – Mark Reyes
2D Animation – Jessica Tong
Color– CO3
Colorist – Tim Masick