Before old school and new school, there was the first school.
In a spot that breaks today, Converse cashes in on its hardcore heritage as the world's first basketball sneaker. The commercial -- from Boston agency Modernista! and Crossroads director Nick Lewin -- features footage of a disembodied basketball, moving as though it's part of a game between invisible players, thanks to effects work by The Mill/New York. The action is backed by a spoken word poem about Converse, penned by Modernista! copywriter Kevin Tenglin and read by MC and actor Mos Def. The copy concludes: "Before new school and old school. Before school had a name. Converse: The First School." The new spot, which took several months to produce, is the first to air since Nike acquired Converse last month.