Boxer GGG Eschews Cliches in These Offbeat Jordan Ads
Middleweight Champion Refuses to Be Hyped
Editor's Pick
Gennady Gennadyevich Golovkin (known as GGG), the world's middleweight champion who last weekend fought in a high-profile fight with Canelo, is the star of a social media campaign from Jordan Brand.
The ads, by Wieden + Kennedy New York, show the Kazakh boxer, who signed a deal with Jordan last year, hard at work training -- but in contrast to similar ads about elite athletes, he eschews giving inspirational quotes or lengthy spiels about his "journey." "Are you hoping for great speech about long road?" he asks in the spot seen here. "I don't have great speech about long road. Is just long road."
In another sppot, he apologises bluntly for not visiting many cities on a world tour to promote his fight, saying simply "I have been busy," and in a third, he ruminates on why people won't fight him, despite him asking with "good manners." "Is it because of my English?" he asks.
Direted by John Traher of GFC, the spots are different enough from the usual sports cliches to make them stand out -- even if you're not a boxing fan, you might enjoy his heavy-accented, downbeat ruminations.
Credits
- Date
- Sep 18, 2017
- Brand :
- Jordan Brand
- Client :
- Jordan Brand
- Agency :
- W&K New York
- Executive Creative Director :
- Karl Lieberman
- Creative Director :
- Caleb Jensen
- Creative Director :
- Jimm Lasser
- Creative :
- Nathan Wiggleworth
- Head of Integrated Production :
- Nick Setounski
- Executive Producer :
- Orlee Tatarka
- Producer :
- Kim Edwards
- Account Team :
- Jordan Muse
- Account Team :
- Ashley Pratt
- Account Team :
- Liz Lindberg
- Strategist :
- Brandon Thornton
- Junior Strategist :
- Aya Wantanabe
- Media Planner :
- Karlo Cordova
- Media Planner :
- Branden Bouvia
- Media Planner :
- Chad Muratev
- Head of Business Affairs :
- Patrick ODonoghue
- Project Manager :
- Kristin Daly
- Business Affairs :
- Justine Lowe
- Business Affairs :
- Lindsey Timko
- Business Affairs :
- Brit Fryer
- Trafficking :
- Sonia Bisono
- Production Company :
- GFC
- Director :
- John Traher
- Director, Photography :
- Darin Moran
- Director, Photography :
- Tyler Crelia
- Producer :
- Sue Crain
- Production Company :
- Joint
- Executive Producer :
- Michelle Carman
- Line Producer :
- Elisa Morse
- Creative Editor :
- Joint
- Editor :
- Steve Nelson
- Color :
- The Mill
- Colorist :
- Mikey Pehanich
- Mix Company :
- Sonic Union
- Mixer :
- Brian Goodheart
- Visual Effects Company :
- Joint
- Artist :
- Zoe Filutowski
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