Tom Brady Gets A Little Defensive in BBDO New York’s ‘Week of Greatness’ Effort for Foot Locker

By Erik Oster 

BBDO New York launched a campaign promoting Foot Locker’s annual “Week of Greatness” event, including a spot which sees Tom Brady jokingly addressing Deflategate allegations.

The spot opens with two guys talking about how Foot Locker’s annual sales event keeps getting better every year. “Kind of makes you wonder what Foot Locker’s up to,” one of them says, unaware that Brady is in the vicinity. This causes the Patriots quarterback/Uggs megafan to launch into a rant about the “unfortunate mindset” the guy has.

“Just because something’s great doesn’t mean anything’s going on,” he says angrily, adding that “questions turn into assumptions” and generally going off about a certain football scandal.

ESPN claimed that Foot Locker wrote the spot for Brady and that he was “all-in” on the idea. But that’s not true; BBDO wrote the copy with ACD Mike Motch on lead.

“We like our spots to allow athletes to poke fun at themselves, and people enjoy that,” Foot Locker vice president, brand marketing Jed Berger told ESPN. “Our fans and customers like to see these athletes as humans. I don’t think anyone has seen Tom Brady like they see him in this spot.”

Other spots feature Carmello Anthony bumping into a pair of fans who question his “greatness,” Ja Rule commenting that “one minute you’re on top of the world, the next it’s all different” and Kyrie Irving struggling with a mobile game where he takes the role of a young fan.

SPOILER: Ja is now an “independent contractor” with a certain unnamed rideshare company.



Credits:
Foot Locker “Week of Greatness – Brady” Creative Credits:

Agency: BBDO New York
Client: Foot Locker
Title: Week of Greatness “Brady”

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Chris Beresford-Hill
Executive Creative Director: Dan Lucey
Associate Creative Director: Mike Motch
Associate Creative Director: Austin Mankey
Executive Producer: Anthony Curti

Account Director: Janelle Van Wonderen
Account Manager: Laura McWhorter
Account Executive: Sam Henderson
Assistant Account Executive: Christian Martinez
Project Manager: Amy Orgel

Production Company: O Positive
Director: Jim Jenkins
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
Production Supervisor: Jason Reda
Director of Photography: Darren Lew

Editorial: No 6
Editor: Jason Macdonald
Assistant Editor: Ryan Bukowski
Executive Producer: Corina Dennison
Producer: Malia Rose / Laura Molinaro

Sound studio: Sound Lounge
Sound Mixer: Tom Jucarone

Color: CO3
Colorist: Tim Masick

Foot Locker “Week of Greatness – Melo” Creative Credits:

Agency: BBDO New York
Client: Foot Locker
Title: Week of Greatness – Melo

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Chris Beresford-Hill
Executive Creative Director: Dan Lucey
Associate Creative Director: Mike Motch
Associate Creative Director: Austin Mankey
Executive Producer: Anthony Curti

Account Director: Janelle Van Wonderen
Account Manager: Laura McWhorter
Account Executive: Sam Henderson
Assistant Account Executive: Christian Martinez
Project Manager: Amy Orgel

Production Company: O Positive
Director: Kenny Herzog
Executive Producer: Ralph Laucella
Executive Producer: Ken Licata
Production Supervisor: Harry Drennan III
Director of Photography: Daren Lew

Editorial: No 6
Editor: Jason Macdonald
Assistant Editor: Ling Chua
Executive Producer: Corina Dennison
Producer: Malia Rose

Sound studio: Sound Lounge
Sound Mixer: Tom Jucarone

Color: CO3
Colorist: Tim Masick

Foot Locker “Week of Greatness – JaRule” Creative Credits:

Agency: BBDO New York
Client: Foot Locker
Title: Week of Greatness – JaRule

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Chris Beresford-Hill
Executive Creative Director: Dan Lucey
Associate Creative Director: Mike Motch
Associate Creative Director: Austin Mankey
Executive Producer: Anthony Curti

Account Director: Janelle Van Wonderen
Account Manager: Laura McWhorter
Account Executive: Sam Henderson
Assistant Account Executive: Christian Martinez
Project Manager: Amy Orgel

Production Company: O Positive
Director: Jim Jenkins
Executive Producer: Ralph Laucella
Executive Producer: Marc Grill
Executive Producer: Ken Licata
Production Supervisor: Jason Reda
Director of Photography: Joe Zizzo

Editorial: No 6
Editor: Jason Macdonald
Assistant Editor: Ryan Bukowski / Ling Chua
Executive Producer: Corina Dennison
Producer: Laura Molinaro / Malia Rose

Sound studio: Sound Lounge
Sound Mixer: Tom Jucarone

Color: CO3
Colorist: Tim Masick

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