Brand MarketingAd of the Day: Jordan BrandWieden + Kennedy films a glorious frozen moment on Venice Beach with dozens of Chris PaulsBy Sam Thielman|October 10, 2012 ShareBy Sam Thielman|October 10, 2012 Share Chris Paul bursts out of a concrete wall filled with shoe boxes, passes the ball to himself, knocks over a cyclist, makes some woman spill her coffee, sits for a caricature artist, upsets what appears to be an applecart (we told you not to do that, Chris!), passes to himself again after leaping off a wall, charges through wet concrete, ducks past the point guard, bounce passes the ball (to himself, of course) so hard that he breaks the blacktop, and slams home a backboard-shattering dunk. Sort of. What he actually does is probably jump rope somewhere or go to the movies while a bunch of guys who look like him, in Chris Paul jerseys, stand perfectly still next to each other, each moving slightly forward in a chain of events so the next human statue appears to be about one-tenth of a second in time past the guy before him. This is a great spot. Shot by Wieden + Kennedy in New York on Venice Beach in Los Angeles, it's for Nike's Jordan Brand—specifically, Paul's new CP3.VI shoe. It probably cost a hell of a lot more to do the whole two-and-a-half-minute presentation as practical effects than it would have to make a CGI short with the actual Chris Paul doing everything depicted here. Wouldn't be nearly as cool, though. (Well, unless it were a masterpiece like Jonathan Glazer's 1996 "Frozen Moment" Nike ad with Michael Jordan, which seems to be the inspiration here.) The best thing about the actual filming of this spot, as opposed to the setup and design, is the movement in the background. It's enough for you to immediately, subconsciously realize you're not watching some kind of new, weird computer effect, and it communicates what the ad wants to do right away, which is such a complicated idea that it takes me two paragraphs to describe it above. It's an innovation so simple it borders on stupidity, like the old Weezer music video by Spike Jonze that included so much carefully edited footage from Happy Days that people asked how he'd managed to digitally insert the band into the old show. (He hadn't, of course. The trick was that Al Molinaro was in both the original footage and the new shots.) Anyway, kudos to director Andreas Nilsson. This spot is destined for many tweets and Facebook shares. CREDITS Client: Jordan Brand Project: CP3.VI Launch Agency: Wieden + Kennedy, New York Creative Directors: Andy Ferguson, Brandon Mugar Copywriter: Alexander Barrett Art Director: Jed Heuer Business Affairs Director: Sara Jagielski Business Affairs Manager: Angel Cielo Executive Producer: Dan Blaney Account Team: Julian Cheevers, Matt Ahumada, Cory McCollum Brand Strategist: Ben Alter Executive Creative Directors: Ian Reichenthal, Scott Vitrone Head of Content Production: Lora Schulson Production Company: Biscuit Filmworks Director: Andreas Nilsson Executive Producer: Colleen O'Donnell Line Producer: Pete Vitale Director of Photography: Crille Forsberg Production Designer: Brock Houghton Wardrobe Stylist: Shirley Kurata Managing Director: Shawn Lacy Production (Behind the Scenes) Production Company: Show Cobra Executive Producer: Kate Susman Editorial Company: Show Cobra Editor: Dom Whitworth Post Producer: Charlie Clark Post Executive Producer: Kate Susman Music, Sound Artist: Miike Snow Producer: Pontus Winnberg Graffiti Artist: Dabs Myla Adweek Adweek