In a creative role-reversal, BBDO has teamed up with NBA superstar Chris Paul to create a new TV spot which shows Paul , the LA Clippers point guard, asking his young fans for photographs; a unique twist on the modern trend of fans taking 'selfies' with famous athletes. The spot for Kids Foot Locker, the child-centric branch of Foot Locker, the New York-based specialty athletic retailer, is in support of the brand's 'Back To School' season, and has been timed to hit US screens as parents and students alike are looking to stock up on new gear for the start of the new school year in September. Stacy Cunningham, executive vice president of marketing for Foot Locker, said that "As summer winds down, back-to-school shopping is in full force," and that "Like every year, Kids Foot Locker is ready to welcome students back with the most popular styles and gear so they can look and feel their best." The new ad strives to underline this statement in a humorous and relatable fashion.
An earlier Kids Foot Locker ad from December last year, also featuring Chris Paul
In the 45-second spot, Paul, who is widely known in the media as CP3, a reference to his jersey number, is shown taking to the court with kids sporting brand new Jordan gear from Kids Foot Locker. The kid's clobber makes the NBA star think that the young basketball fans might just have what it takes to be the next great NBA and WNBA stars so decides to take a few selfies with these future sporting heroes, also humorously declining a request from somebody who he doesn't think has quite the same potential. Paul said of the ad that fans are always stopping him for selfies, so he “Thought the concept of this commercial was unique and funny," and that it was “A great way to show that Kids Foot Locker can help students and athletes look and feel their best as they prepare for a new school year and new athletic seasons."
The “Short Memory” ad has been running since Tuesday and has racked up more than a million views so far on Foot Locker's YouTube page. The Kids Foot Locker ad will begin airing on Cartoon Network, Nickelodeon, and Disney XD today
It's not just Chris Paul who's been brought on board for the 'new season' either. Another new spot for the main Foot Locker brand from BBDO NY, features NBA star James Harden alongside NBA legends Charles Barkley and Scottie Pippen. The ad, titled "Short Memory Part I" is part of Foot Locker's successful "Approved" campaign and is another ad engineered to advertise the brand as the one-stop location for back-to-school shopping. The spot (which you can watch below) shows Harden asking Barkley how to best start a season. Barkley notes that whilst he has made a good start with his new gear from Foot Locker, now all he needs is a short memory because, as he puts it; "All the greats have a short memory." He then humorously looks to Pippin for reinforcement, who calls himself “The greatest Chicago Bull of all-time,” neglecting to mention a certain Mr Michael Jordan, who is famous for his well documented long memory.
"Short Memory Part I" featuring James Harden, Charles Barkley and Scottie Pippen
Cunningham says "Achieving greatness requires never dwelling on the past," and that "It's always about looking ahead to the next opportunity and staying fresh, such as finding the best new gear for the new school year at Foot Locker." Harden said that working with the brand was a great experience, because they appreciated his unique sense of humour. He said he's “Looking forward to taking the short memory advice from these legends and to start fresh this season." The “Short Memory” ad has been running since Tuesday and has racked up more than a million views so far on Foot Locker's YouTube page. The Kids Foot Locker ad will begin airing on Cartoon Network, Nickelodeon, and Disney XD today.
Benjamin Hiorns is a freelance writer and musician from the UK who is actually quite the dab hand at the old basketball. Well, on NBA Jam anyway.