For our purposes today, massive love for either Gatorade or Michael Jordan, or way too much time in the Windy City. What I'm actually reviewing is this erratic and stifled 30-second spot from Gatorade and TBWA meant to promote the new limited edition MJ-labeled bottles. The clip feels like a making-of piece that's about five times too short (ironically, the correct length video is here) and, without knowledge of the circumstances (Jordan's recent induction into the Naismith Hall of Fame), utterly meaningless. It's a perfect example of "you had to be there."
Though the Jordan name sells so well anyway, it would help if TBWA tried to not only have a story behind it for the non MJ-worshipers but told the story with words and images. As far as I'm concerned, Jordan's best moment is this one.