W+K’s trademark nonsensical humor is on full display in their latest, the new spot “Made by Kobe” promoting Kobe Bryant‘s Kobe 9 Collection for Nike, which launched on March 6th.
The spot imagines what it would be like if Kobe Bryant designed a piano: “It will turn piano boys into piano men. It will make Lionel Richie‘s tears cry tears.” Lionel Richie actually appears in the spot, tear slowly rolling down his cheek while he plays the piano, adding to the humorous tone. After talking up the hypothetical Kobe Piano, which looks pretty badass, the narrator introduces the “Made by Kobe*” Kobe 9 Collection. Although the product reveal comes 50 seconds into the 75 second spot, the sidelined Lakers star can be seen wearing his new line throughout the commercial.
The spot is exactly what we’ve come to expect from W+K, calling to mind some of their well-known past hits, like their famous work for Old Spice. The formula may be starting to show signs of age, but W+K still has a big leg up on the countless competitors attempting to imitate this kind of work. “Made by Kobe” will run until March 27th. Now if they’d only release that piano for real. Stick around for credits after the jump.
*Kobe is the name of a 12-year-old Chinese boy who works around the clock to handcraft the Kobe 9 Collection for 2 cents an hour.Credits:
Project Name: Made by Kobe
Launch Date: 3/6/14
Duration of Campaign: 3/6/14–3/27/14
Copywriter: Adam Noel
Art Director: Jon Kubik
Producer: Shannon Worley
Executive Agency Producer: Matt Hunnicutt
Production Company: Traktor Towers
Executive Producer: Rani Melendez
Line Producer: Rani Melendez
Director of Photography: Bojan Bozelli
Editorial Company: Stitch Editorial
Editor: Andy McGraw
Asst. Editor: Alex Tedesco
Post Producer: Chris Girard
Post Executive Producer: Juliet Batter
VFX Company: The Mill
VFX Executive Producer: LaRue Anderson
Titles / Graphics: Justin Morris
MUSIC + SOUND DESIGN
Music + Sound Company: Beacon Street Studios
Sound Designer: Mike Franklin
Song (if applicable) Piano—“Out of the Woods” Light Bulb—“The Wunder r3”
Executive Producer: Leslie Dillullo
Mix Company: Beacon Street Studios
Mixer: Mike Franklin
Asst. Engineer: Dewey Thomas
Producer: Caitlin Rocklin
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