I RATE ADS

sjbooher: Remember how I mentioned that the dialog in the NBA split-head ads seemed scripted and forced? This is the exact opposite. Did MJ write this script while smoking a stogie and playing cards at the 19th Hole? I wouldn’t put it past him… but probably not. Does it sound like it could be an inspirational, from the heart speech he might give at the end of some camp for high schoolers? Definitely. Jordan Brand gets it right over and over again. They convey an image of superiority… of greatness… that you just want to be a part of. A+.

jtherkal: It’s hard to go wrong when Jordan is the voice of your brand. And your brand is actually his brand. He’s a proven winner and you instantly associate greatness with the product (except for Hanes, which somehow has managed to develop a “silly underwear” personality with Jordan and Cuba). It’s a good reminder that behind every great player is determination and drive and hard work. I sort of understand using the imagery they used, with no footage of him actually playing, but couldn’t they have found some training footage? Shooting free throws after hours in the gym? Anything? We want to see Jordan in action. A-.

Really? This is supposed to make me want Hanes? There are two major things wrong with this commercial. First, why would Michael Jordan send anyone a basket of boxers? If I was Jordan and I read this script, I would immediately fire my agent for even bringing it to the table. He doesn’t need that money, he’s Jordan. Which leads me to my next, more important point: you’re Hanes, you have Michael Jordan endorsing your product and THIS is the best you can do? With perhaps the world’s most famous, powerful athlete? With the man every man would give his left nut to be or have been? Shame on you Hanes, shame on you.