“I don’t want to talk about who’s the best. I want to talk about who’s the baddest,” says Dick Gregory, while chilling at a basketball court at the beginning of W+K Portland’s new spot for Nike, “The Baddest.”
After listing some historical candidates for “the baddest,” such as Connie Hawkins, Artis Gilmore, George Gervin, Spencer Haywood, and David Thompson, the spot goes on to make a case for Kevin Durant as “the baddest” right now, through video footage and a variety of testimonials. The well-edited 60-second spot also spends some time explaining what the title of “the baddest” means, with comparisons including “bad like a good Thanksgiving meal,” “bad like money” and “bad like black coffee.” It all makes for a fun, very watchable spot, regardless of whether or not you agree with Nike and W+K’s choice for the title of “the baddest.” Stick around for credits after the jump.
Credits:
Advertising Agency: Wieden + Kennedy, Portland, USA
Creative Directors: Ryan O’Rourke, Alberto Ponte
Copywriter: Nathaniel Friedman
Art Director: Jason Campbell
Executive Agency Producer: Matt Hunnicutt
DoP: Mihai Malaimare Jr
Agency Producers: Jennie Lindstrom, Andres Murillo
Production Company: Imperial Woodpecker
Editor, Rock Paper Scissors: Biff Butler
Assistant Editors, Rock Paper Scissors: Dan De Winter and Alyssa Oh
Music Company: WALKER
Producer: Sara Matarazzo Music Coordinator: Abbey Hickman Composer: Chris James