By Barry Janoff
August 7, 2013: Foot Locker is getting a triple-dose of sports endorsements in two new ads, one starring Blake Griffin and Chris Paul of the NBA's Los Angeles Clippers appearing together for the first time in a national commercial, and a second starring Victor Cruz of the NFL's New York Giants that supports Kids Foot Locker.
The spot with Griffin and Paul is part of the New York-based specialty athletic retailer's "Approved" campaign.
"We enjoyed working with Blake and Chris on our latest Foot Locker commercial," Stacy Cunningham, evp-marketing for Foot Locker, said in a statement. "They both exude the talent and humor that is inherent in our 'Approved' campaign. They are a perfect fit for our brand and will help extend our message."
Foot Locker has been creatively busy over the past month, with TV commercials featuring Shaquille O'Neal ("Shaqnosis") and another with the NFL's Arian Foster and Julio Jones for Under Armour shoes and gear.
In the spot, "The Endorser," Paul walks in on Griffin, who is sitting in an upscale high-rise living room. He is wearing Nike's Jordan Brand Super.Fly 2 basketball shoes (previously seen in a Jordan Brand ad co-starring "Dr. Darryl Drain") and Nike apparel outfitted from Foot Locker.
"I'm liking the gear" Paul says to his teammate.
Griffin responds in a robot-like voice and with a demeanor straight out of The Stepford Wives. "Foot Locker has the freshest Jordan gear that make me, Blake Griffin, look my best."
Paul, a bit confused, points to his Air Jordan T-shirt and begins to respond, "Yeah, B, I like Foot Locker too . . . "
Griffin, however, interrupts with his on-going endorsement pitch. "And try our extra caliente salsa. it's a full-court press on your taste buds. So come on down for great deals on our premium . . . "
A mystified Paul then looks behind Griffin's chair and sees that his teammate is attached to a machine called "The Endorser." Paul unplugs Griffin — whose marketing deals also include Kia, GameFly and Subway — who reverts to his normal voice. However, even without the machine, he still likes Foot Locker. "I'll tell you what, though, I really like this gear."
"Blake, you really meant that," Paul says. "You're turned off [from The Endorser machine]."
Paul then switches The Endorser back on, and Griffin reverts to robot pitchman. "I also love Lithuania. Sponsored by Lithuania Tourism." (See the full spot here.)
"Foot Locker created a fun commercial and I had a great time doing this spot with Chris," Griffin said in a statement. "Regardless of whether or not you like my skills as a salesman in the spot, you'll agree that we look fresh in our Jordan Brand gear from Foot Locker."
In the spot with Victor Cruz, "Buddy Montage," the Giants' wide receiver is playing video games with a kid name Scott. "That's some fresh Kids Foot Locker gear," Cruz observes.
"Thanks, Victor," Scott responds. Then, breaking the fourth wall, Scott says, "You know, Victor, I'm going to be sad when this commercial is over and we're not pretend buddies anymore."
"Scott, there's still time life," Cruz responds, "Let's make it count."
Then, in real time over the next 20 seconds of the commercial, Cruz and Scott play football in the house, go for a ride in a paddle boat, break cement bricks using karate, go fishing, ride an ATV, demolish a home, create a giant ice cream sundae and appear to fly in a hot air balloon.
"So what's after this?" Scott asks as time winds down. "Just the logo," Cruz replies.
The camera pulls back to reveal a green screen and the rest of the crew members, one of whom pulls Scott out of the basket and off the set.
Closing text reads, "Kids Foot Locker. Time to Go Big." (See the full spot here.)
Both spots are from BBDO, NY.
Foot Locker Casts Hypnotic Spell With Shaq's Shaqnosis
Back to Home Page