‘The Dreamers’, a light-hearted, new season cartoon campaign activating Nike’s rights as the official on-court apparel partner of the NBA, tells player led stories of how today’s hoops super stars were once just young hopefuls with a dream.
The animated creative, developed by long-time Nike agency Wieden & Kennedy-Portland, aims to inspire youngsters to put in the hard work which might one day lead them from youthful fantasy to the professional court.
The films, which start with a Simons-style opening title, all carry the line: “Here’s to the kids with the craziest dreams. #justdoit”
The launch animation starred a young Devin Booker sat in a barbers trying to convince the other patrons that one day he’ll eventually go on to play for the Phoenix Suns (and that one day there will be a black president).
The customers, of course, all dismissed his dreams out of hand: but we know who had the last laugh.
The follow-up video featured a group of young Australians and a kangaroo (in budgie smugglers) on a beach mocking a young Ben Simmons and his long shorts and NBA dreams.
A third spot stars the young Anthony Davis being teased by neighbourhood kids as he grows to huge heights and tells a tall tale about how one day he’ll play in the NBA and become known as ‘The Brow’..
The animated commercials run across television and on the brand’s digital and social platforms.
Comment:
This campaign not only ran in parallel with Nike’s campaign celebrating super star endorser LeBron James’ LA Lakers debit (see case study), but it also extends the brand’s umbrella ‘It’s Only Crazy Until You Do It’ initiative – the 30th anniversary refresh of its ‘Just Do It’ core concept – which was initially launched amidst fanfare and fuss with the now famous Colin Kaepernick fronted film (see case study).
The campaign continues the recent trend for powerful and creatively admirable animated hoops marketing creative which has also seen stand out spots such as Nike China’s manga style immersive ‘Road To HBL’ initiative (see case study) to Jordan brand’s ‘Why Not 0’ Russell Westbrook MVP cartoon celebration (see case study).
It was as far back as 2015 that the NBA and Nike announced that the sportswear behemoth had penned an eight-year partnership deal beginning in the 2017-18 season which was reported to be worth around $1bn (a 245% annual increase from the league’s previous 11-year deal with Adidas).
Links:
Nike
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
Nike Basketball
https://www.instagram.com/nikebasketball/
https://www.facebook.com/nikebasketball?_rdr=p
https://twitter.com/nikebasketball
https://www.youtube.com/user/nikebasketball
Wieden & Kennedy-Portland
https://www.wk.com/about/office/portland
