BBDO New York latest’s campaign for Foot Locker, centered around the NBA Draft, plays off the “one and done” phrase used to refer to college basketball players who get drafted after just one year in the NCAA or other leagues.
“We identified the ‘One and Done’ theme as a concept that was both true to this current draft class and true to the trend in streetwear—shirts that are only available for one day before selling out,” BBDO New York executive creative director Dan Lucey told AgencySpy. “To fuel this hype product model, Foot Locker tapped acclaimed streetwear designer Don C.”
“We were looking for a way to create an experience beyond just the advertising. It was exciting to not only come up with the advertising but to ideate around product creation, too,” he added.
The brand offered the limited-edition T-shirts online for just one day, as well as at its Times Square store.
The agency promoted the T-shirt with a 60-second broadcast spot parodying the type of informercials you might see on late-night TV in the ’90s. BBDO tapped comedian Reggie Couz and anticipated one and done draftees Trae Young and LiAngelo Ball for the ad before the NBA Draft last night. LaVar Ball, LiAngelo’s father, also makes an appearance.
A pair of online spots which ran online employ a similar premise, while focusing on Young and Ball separately. The spot starring Ball references a certain incident that led him to leave UCLA to play in the Lithuanian Basketball League.
Lucey explained they chose Couz “because he is an up-and-coming comedian with a following on Instagram. He also has great energy and we all knew he could pull off the role of a fully caffeinated TV pitchman.”
“Trae is a great basketball talent that faced adversity down the stretch this past season,” he added. “We liked the idea of giving him a platform to silence any critics and make his case that he will be a great player at the next level. LiAngelo and LaVar have larger-than-life personalities and both possess a great sense of humor; it wouldn’t feel like a NBA Draft spot without them. ”
Foot Locker North America vice president, marketing Patrick Walsh called the NBA Draft “a cultural moment” that presents “a pivot into tomorrow.”
“The Finals puts closure to the season while the Draft highlights who’s next,” he added.”
Young was drafted by the Dallas Mavericks last night before being traded to the Atlanta Hawks, while Ball went undrafted—clearly not what Ball or Foot Locker had hoped for.
Otherwise, the campaign seems to have gone well, though, as the T-shirts sold out online overnight.
Credits:
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Dan Lucey
Associate Creative Directors: Marcus Johnston, Jim Connolly, Mike Motch, Austin Mankey
Junior Art Director: Tanner Thompson
Design Director: Dennis Payongayong
Associate Creative Director: Bhanu Arbuaratna
Designer: Brandon Galosi
Director of Integrated Production: David Rolfe
Executive Producer: Matt Nowak
Senior Project Manager: Amy Orgel
Director of Business Affairs: Bernadette Naughten
Production Services Director: Jessica Nugent
Creator Partnerships Manager: Lucy Bennett
Business Affairs Manager: Heather Weissman
Senior Vice President, Director: Janelle Van Wonderen
Account Director: Laura McWhorter
Account Manager: Sam Henderson
Account Executive: Mackenzie Alderman
Planning Director: Steve Panawek
Communications Planner: James Mullally
Production Company: O Positive
Director: Spencer Riviera
Executive Producers: Ralph Laucella, Marc Grill
Producer: Devon Clark
Director of Photography: Marten Tedin
Production Designer: Kevin Bird
Editorial Company: Mackcut
Editors: Ian Mackenzie, Mike Leuis
Assistant Editors: Danielle Minch, Cooper McLane
Producer: Sarah Cassell
EP: Gina Pagano
Colorist: Stephen Picano
Sound Design, Mix: Sam Shaffer
Flame: Jimmy Hayhow
Flame Assist: Kaitlyn Jackson