W+K Amsterdam, Blake Griffin Rise ‘Above Expectations’ for Foot Locker, Nike

By Erik Oster 

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

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