W+K Amsterdam looked to Blake Griffin to celebrate the arrival of the new Nike Jordan collection to Foot Locker with a new ad entitled “Above Expectations.”
The 30-second spot, filmed in black and white by director Paul Hunter, addresses Griffin’s naysayers, who pigeonhole the Clippers star as “just a dunker.” Addressing those expectations right away, the voiceover advises viewers, “If you expect another Blake Griffin dunk compilation, change the channel,” before going on to commend the star on his rebound, passing and ball-handling skills. Thankfully, it doesn’t highlight Griffin’s slam poetry skills. “That’s the thing about expectations,” the spot concludes, “you can live up to them, or rise above them.” Playfully, the online version of the ad then advertises a link to “See the jump man dunk, man” which links to a video where Griffin concedes “Alright, you’ve come this far, I’ll give you just one.”
The spot is airing on broadcast in France and Italy, as well as online across Europe, where it is supported by digital and social initiatives.
“The Jordan brand has a long tradition of showing athletes in a unique light, so it was nice to show the world a whole other side to Blake Griffin,” said David Smith, Wieden+Kennedy Amsterdam creative director, in a press release.
Credits:
NIKE
Brand Communications Director Europe: Ed Collin
WE Brand Communications Director: Nicolas Kettelhake
WE Brand Communications Manager: Marco Palermo
FOOT LOCKER
Vice President Marketing: Tim Cincotta
Brand Director: Amandine Bigaret
Manager, Brand Concept: Anna Stewart Kenkel
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Director: David Smith, Alvaro Sotomayor
Art Director: Jordi Luna
Copywriter: Mohammad Diaa
Contributing writer: Amir Farhang
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Joe Togneri
Interactive Producer: Alex Groelleman
Planner: Danny Feeny
Group Account Director: Kirk Johnsen
Account Director: Kathryn Addo
Account Manager: Luke Purdy
Studio Artist: Noa Redero
Project Manager: Janna Harrington
Business Affairs: Kacey Kelly
FILM PRODUCTION
PRODUCTION COMPANY PRETTY BIRD UK
Director: Paul Hunter
Director of Photography: Don Davis
Producer: William Green
Executive Producer: Juliette Larthe, Margo Mars
EDITING COMPANY: WHITE HOUSE POST
Editor: Sam Gunn
AUDIO: POST WAVE AMSTERDAM
Sound Designer/Mixer: Randall McDonald
MUSIC: MASSIVEMUSIC AMSTERDAM
Title: Dices Watson (original score by MassiveMusic)
Music Company: MassiveMusic Amsterdam
POST PRODUCTION: GLASSWORKS AMSTERDAM
Flame: Urs Furrer
Telecine: Scott Harris
Producer: Olivier Klonhammer, Anya Kruzmetra