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Horse with Harden

Agency Network: 
Published/Aired: 
October 2014

Description

Associate Director of Digital Production: Joe Croson

Digital advertisement created by BBDO, United States for Foot Locker, within the category: Retail Services.

Advertising Agency: BBDO, New York, USA
Chief Creative Officers: David Lubars, Greg Hahn
Executive Creative Directors: Chris Beresford-Hill, Dan Lucey
Associate Creative Director / Art Director: Jesse Snyder
Associate Creative Director / Copywriter: Tim Wassler
Director of Integrated Production: David Rolfe
Lead Producer: David Martinez
Shot Producer: Eric Bloom
Associate Producer: Courtney Fallow
Production Supervisor: Michael Gentile
Account Director: Janelle Van Wonderen
Account Manager: Nick Robbins
Assistant Account Executive: Samuel Henderson
Senior Digital Strategist: Rhys Hillman
Production Company: The Kitchen
Director: Lawrence Chen
Line Producer: Jonathan Hsu
Director of Photography: Tinx Chan
Live Broadcast Switcher: Marcus Taylor
Live Editor: Keith Vogelsong
Event Recap Video Editor: Nick Divers
Music: Apollo Studios
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Highest Rated

kleenex's picture

he is an NBA Superstar. He better be good.

kleenex
Activity Score 58797
Web Designer/Developer
morse's picture

This guy's good.

morse
Activity Score 18159
Art Director |

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kleenex's picture

he is an NBA Superstar. He better be good.

kleenex
Activity Score 58797
Web Designer/Developer
WadeDR's picture

This ad was very entertaining to me for a variety of reasons. Footlocker had the right idea of picking an athlete that’s hot right now in James Harden, a fellow ASU Sun Devil who has become an iconic player in today’s game. When athletes like James Harden are in a company’s ads a great following is sure to come, especially using him to interact with the fans like he did in this clip. It was a little bit impractical to have James Harden play the “Internet” in horse because of the fact that most of the videos that were shown were surely not the first take, with seemingly impossible shots. For example, the Rockets Mascot’s behind the back half-court shot would be less likely to make for Harden than finding a four-leafed-clover. Harden impressively pulled off the first game, lost the second, and I was really drawn into the third game of horse to see if he could pull it off, which he did. I found myself cheering for him and actually getting into this ad. The idea of making him play against user submitted videos was unprecedented. It lets the brand interact with their consumer’s in a more personal way. To me it sort of resembled Pepsi’s Uncle Drew ads, where they have NBA players disguised as elderly folks and take out some “young bucks” on the court. This type of marketing allows people to go out and search for the videos instead of hoping they are shown during prime-time television. Great ad!

WadeDR
Activity Score 22
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