Common and Wieden Team Up for Jordan

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Nike "Be"
Looking for an organic way to target the urban market, Wieden + Kennedy/N.Y. creatives conceived a music video in which Brand Jordan's recently-launched Lifestyle brand is prominently displayed over rapper Common's rhymes from his song "Be." Enlisting clips-master Paul Hunter, the video shows neighborhood folks and Jordan athletes decked out with the logo, as well as an apartment made to look like MJ's childhood home in Brooklyn. The branded video premiered on BET this weekend, and will run as a clip, sans media buy. The pairing of Common and Brand Jordan is more than superficial, as those familiar with the rapper's history already know-- he was a ball boy for the Chicago Bulls and was given Jordan's sneakers after his first pro game. (MS)
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