Jordan Forms League Of His Own




Stars In Amf’s Initial Effort From Richards
DALLAS–Michael Jordan gives up basketball for bowling this week in The Richards Group’s first work for AMF Bowling Worldwide.
The humorous 30-second TV spot designed to push bowling as a family sport breaks in three markets–Richmond, Va., Corpus Christi, Texas, and Kansas City, Mo.–where AMF has 20 of its 406 U.S. bowling centers. Richards here won the $10-15 million account in June.
The ad depicts the Chicago Bulls star being hounded by reporters about a rumor that Jordan is starting his own league. He explains the venture is the Michael Jordan Family League at AMF bowling centers–not a rival to the National Basketball Association.
The campaign continues an existing tag, “AMF. Always means fun.”
Richards will assess the campaign within the next six weeks before determining whether to expand it to other markets in 1999, said Dave Kroencke, an account director with the agency.
Four more TV spots with Jordan are also in the works. Radio ads will air in the test markets, starting in October.
AMF has acquired about 100 centers in the past year, Kroencke said. Its nearest competitor is Brunswick, which operates about 126 centers worldwide, per Hoover’s Online.