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Posts Tagged ‘Dwight Howard’

Adidas, Dwight Howard Go One-on-One with Manila for ‘Signature Shots’

After all of the recent Derrick Rose Basketball is Everything TV play, let’s not forget that Adidas’ slim basketball holdings do include the mercurial superstar-child, Dwight Howard. TBWA\Singapore and Dwight teamed for a new international spot way east of America, where 180LA handles domestic duty. The Phillipines is thoroughly obsessed with basketball, and Howard’s Houston Rockets recently traveled to Manila for some preseason play and NBA global brand-building. Adidas wisely used the setting for some brand-building of their own. And as a result, here is the one-and-a-half minute intro video for Signature Shots.

Instead of receiving handwritten autographs from Dwight, fans were able to play him one-on-one as a machine captured their movement on the court and translated that into a unique signature that could be printed onto merchandise. I’m all for the riff on standard sit-and-sign celebrity sessions, even if some of the signatures look like seismograph scribbles, but this spot just feels underwhelming. The clip starts off with some promising B-roll footage of Manila and it’s young hoopsters.

However, all of the vibrant colors and sounds of the city are soon replaced by action shots of machines printing the movement signatures and Dwight playing one-on-one. Rather than wash out all of the sensory details with some techno track, Adidas and TBWA would’ve been wiser to let Manila create its own soundtrack. Watching a printer spit out signed memorabilia is just time wasted. There was a missed opportunity here to create a commercial worthy of Manila’s love for basketball. There will be more opportunities in the future, but Adidas will have to wait. Credits after the jump.

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Thursday Odds and Ends

-Are the agencies themselves to blame for the “job-hopping epidemic?” link

-Conversation founder and The Pitch alum Frank O’Brien has a few words of advice for this season’s crop on the AMC show. link

-Seems like someone in L.A. (maybe not Kobe, but who knows) really wants Dwight Howard to stay with the Lakers according to these outdoors billboards in the city (one above). link

-George Zimmer fires back at his old company, Men’s Wearhouse. link

-Don’t worry, Canada, Kickstarter will be ready for you this summer. link

-Raleigh, NC-based agency Howard Merrell & Partners was named AOR for agricultural biotech company, BioResource International.

-U.K. agency Space has created a promotional microsite for Lufthansa. link

-WPP/GroupM audience-buying unit Xaxis has promoted Paul Dolan to the newly created position of SVP/global business development.

Kevin Durant Seduced By Villain’s Role

Kevin Durant used to be nice, but not anymore. At some point this season, the second-best player in the NBA stopped being the silent choirboy fans respected, and Nike and Wieden+Kennedy anticipated the change for their recent “KD Is Not Nice” campaign. Call it truth in advertising, because for whatever reason, Durant has really started to embrace the roll of edgy superstar.

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What Happens When Some of the NBA’s Best Celebrate the Holidays?

As part of Goodby Silverstein & Partners’ ongoing “BIG” work for the NBA, we leave your this Turkey Day with this double-dribble-galore tune brought to you by Dwyane Wade, Dwight Howard, Carmelo Anthony and Russell Westbrook among others to herald the Association’s Christmas uniforms. We need not explain more, but we with you a Happy Thanksgiving in the process. Let’s just hope there are no David Stern fines to be levied. You, like us, are hopefully looking forward to the NBA Finals matchup between the Heat and Thunder come Xmas. Credits after the jump.

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Adidas Unleashes Doll-Sized D-Rose, Dwight Howard on Shanghai

China: A distant land where Derrick Rose can still walk and Dwight Howard plays with a smile on his face.

In a new Adidas spot for the Chinese market, TWBA Shanghai and production company Six Toes Shanghai release dolls of the Bulls and Magic basketball stars from behind a storefront window, allowing the pint-sized ballers to do b-ball battle against an awfully frightening looking dog. Supported by jaw-dropping animation from Pixomondo Studios, where 12 different artists added 2D, 3D, and cell animation, the spot publicizes a current promotional deal in China, which offers customers with a free figurine of NBA players with select purchases.

If you notice, this spot looks fairly reminiscent of Nike’s Li’l Penny campaign from the 90s (which is among my favorites of all time) but it’s probably not a coincidence. After all, those Li’l Penny spots made Anfernee Hardaway‘s Nike basketball kicks the second best-selling signature line in history, behind only Michael Jordan‘s. What I’m trying to say is, bring Li’l Penny back to the States! That, or someone from China needs to send me a Derrick Rose action figure right away.

Visit the campaign’s website here and view credits after the jump.

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Hill & Worthington: Your New ‘Call of Duty’ Action Heroes

Three months after snagging Call of Duty duties from TBWA\Chiat\Day LA, 72andSunny has rolled out its new work for the Activision franchise, which from the looks of it, doesn’t drift too far from the gonzo, celebrity-driven approach employed by Chiat for Black Ops. But instead of Jimmy Kimmel and Kobe Bryant, this time we have Avatar‘s Sam Worthington and a slimmed-down, unlikely hero in Jonah Hill, who play vet and noob, respectively, as well as Superman himself, Dwight Howard. The spot, directed by Peter Berg and featuring the rather appropriate “Shoot to Thrill” from AC/DC, is just as over-the-top as the game play itself and dominated commercial breaks during yesterday’s NFL coverage. It’s something Michael Bay would surely approve of, but where does 72andSunny’s Call of Duty debut rank when it comes to video game ad of the year? Modern Warfare 3, by the way, hits shelves tomorrow.

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The Bulls’ Greatest Star Since Jordan Shows Off for Adidas

Now that he’s shared the spotlight with fellow pro hoopster Dwight Howard, Chicago Bulls star Derrick Rose is ready for his own moment in the sun in a campaign from 180LA and Imperial Woodpecker co-founder/director Stacy Wall. Here, Rose is promoting the adiZero Rose 2 line while also pretending that he’s in Pamplona (yes, it was actually shot in Madrid, so there’s your authenticity}. We assume Rose is still peeved about losing to the Heat last year so he gets to show off his skills on the sandiest of courts and even the matadors are shocked and awed. Enjoy.

Deutsch Adds Yet More Creatives…This Time Going Back to Cali

What would a week be without another Deutsch creative hire announce? The agency has now brought on more creatives in its Los Angeles office to work on the Volkswagen account (are they building some sort of mothership with the biz?) with the hiring of Erwin Federizo and Eric Helin (l-r) as associate creative directors. The duo has been working together since 2008 while at 180LA and while at said agency, worked on campaigns including the Adidas “Fast Don’t Lie” campaign starring hoopsters Dwight Howard, Derrick Rose and comedian Ken Jeong.

If you’re looking for resume, Federizo and Helin both spent time at Wongdoody, now WDCW of course, but also count stints at RPA and TBWA\Chiat\Day on their resume.

Dwight Howard, Derrick Rose Get Animated for Adidas

My, how the 180 LA’s “Fast Don’t Lie” campaign for Adidas has grown since the days when we were just getting acquainted to Slim Chin, his Benjamin pile and his pet cheetah.

This time around, Adidas is losing the Ken Jeong cameo and turning to the folks at Stardust to create animated shorts of the campaign’s protagonists, Orlando Magic center Dwight Howard and Chicago Bulls point guard Derrick Rose. The two new spots, directed by Stardust’s Jake Banks and inspired by techniques used on A-Ha’s breakthrough music video for “Take on Me,” find the two NBA All-Stars immersed in a mix of cell animation and live-action footage.

With the way Rose and Howard have been playing this season, both leading their teams into playoff contention with currently the 3rd and 4th respectively ranked clubs in the Eastern Conference, it’s clear Adidas made the right call when deciding which young athletes it would sign to its roster. And, considering Howard’s big personality on and off the court and Rose’s potential to take the Bulls back to their former glory, these two twenty-somethings have the star power to keep the brand’s basketball line competitive for years to come.

Thursday Odds and Ends

-Skippable YouTube ads go live! link

-Disney puts its media buying/planning account, which has been handled by Starcom since 2001, into play. link

-NBA star Dwight Howard plays NBA Jam with random passersby in NYC. How’s that for promotion? link

-LBi promoted Jennifer Hill and Michael Nurse to client partner, director of client services and director of strategy, respectively, in its Atlanta office. link

-Is the FTC’s “do not track” plan a Google killer? link

-AvatarLabs appointed Suzanne Abramson Norr as COO.

-Cossette splits Cossette West, launches Dare in North America. link

-The Social Network topped the National Board of Review of Motion Pictures Awards. link

-Electronic Arts CEO John Riccitello tells Tiger Woods he needs to start winning for their partnership to “make sense.” Uh oh.  link

-Is the American public buying GM’s commercial thanking them for bailing the automaker out? link

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