After a critical and popular victory in the 1992 Super Bowl with "Hare Jordan," Nike and WIeden & Kennedy raise the stakes, the setting and the investment for 1993, expanding their previous minute-long buys to 90 seconds. (NBC's average price for 30 seconds of ad time that year was $850,000.)
The ad was another success, by measures including a top-10 showing in USA Today's annual Super Bowl Ad Meter. That was down from No. 1 for "Hare Jordan," USA Today noted, but...
... younger viewers - who buy most of Nike's basketball shoes - rated the ad an 8.34, significantly higher than viewers over 40, who rated it a 6.67.
Nike's spin: The ad will intrigue people. ``It is a very complex commercial that moves very, very quickly,'' says Nike spokesman Dusty Kidd. ``It will be one that people will want to watch through February to pick up what they missed."
Jordan also appeared in another memorable Super Bowl ad that year, "The Showdown" for McDonald's.
Director/director of photography: Joe Pytka, who would also direct "Space Jam," the 1996 Jordan-and-Bugs movie inspired by "Hare Jordan" and "Aerospace Jordan," through Nike didn't join the bevy of marketers that signed on as promotional partners. Production Company: Pytka. Producer: Vincent Joliet.
Animation company: Renegade. Animation: Darrell van Citters.
Wieden & Kennedy creative directors: Dan Wieden, Dave Kennedy. Art director: Darryl McDonald. Copywriter: Donna Portaro.
Music company: Ad Music. Editorial: Red Car. Editor: Rob Watzke.
AGENCY: Wieden & Kennedy