Okay, so before I get this countdown underway, I have to give credit to where credit is due. The idea for this post came from my main man Stonewall Jackson. However, the rankings come from the Monster himself. I’ve spent months…okay days…..okay, a couple of hours agonizing over this list. There are literally like 100 MJ commercials out there so this was no easy task. I’ve taken into account the product, the message, and the man in these commercials and I think I’ve got a pretty good list here. Feel free to agree, disagree, rant and rave in the comments, as I expect this to be a decently popular post.
10. Michael and Mr. Jordan rock the Hanes
This is a pretty corny commercial, but I decided to put it into the countdown at number 10. We all know how important MJ’s Dad was to him, and losing him was def a tragedy. With the exception of the famous clip after winning the championship of him and his father, this is the only time I can really think of that they appeared on camera together. It was cool that he brought someone that was so important to him into his commercialized world. I really hope MJ wasn’t rocking those red briefs at any time though, those are heinous. More suited for….I don’t know….Kevin Bacon (don’t worry, you won’t be seeing THAT commercial in this countdown).
9. The Michael Jordan Jammer
This might be the crappiest product that MJ ever hocked. Look at the quality of this goal, it’s almost laughable. The commercial is quite corny too. I also like how the ball that the kid has isn’t anywhere near the size of even a youth basketball. This commercial made the countdown for one reason, and one reason only……if I was like 7 and saw this…..I’d be begging the Mom Dukes to cop me one. Who doesn’t wanna jam like Jordan?!
8. MJ vs. Mia
This commercial aired at the height of Mia Hamm’s stardom and popularity, and probably the height of womens soccer’s popularity too. The two former TarHeels (gotta get that in there, Go Heels!) go at it in various sports. You have to love MJ playing soccer. The body slam by Hamm at the end is also priceless. A great marketing idea by Gatorade to appeal to a variety of demographics, as well as just a cool visual. You’ll see another “1 on 1″ type commercial further up in this countdown.
7. “Banned”
The commercial for the first pair of Air Jordan shoes. This is what essentially catapulted the Air Jordan shoe to legendary status. The shoes were actually banned by the NBA at first, because they weren’t white (can’t be scuffing up those floors!), and MJ was fined for every game he wore them. Of course, Nike picked up the tab on these fines. However, the way this commercial was framed really made it seem like these shoes were going to make you a better basketballer, and the public ate it up. This commercial was essential to include in the countdown.
6. The 100 foot Dunk
The idea and premise for this commercial has been copied in countless commercials, photographs, and more ever since. People assumed Jordan could dunk on anything, and this commercial went out to prove it. I love how he glides up, almost as if climbing on “air stairs”. Not to mention this commercial aired (as you can see from his feet) around the time that the Air Jordan XI’s came out, which happen to be my favorite Air Jordan shoe. Shortly after this commercial came “Space Jam” and the last play in that movie is shockingly similar to this commercial. Coincidence? I’ll let you decide.
5. MJ vs. Larry Legend
This might be the most famous McDonald’s commercial of all time. Larry vs. MJ in a game of Horse is pretty much something I bet they could sell on Pay-per-view and even today tons of people would buy that. In fact, this commercial is exactly how I would imagine it going down. Great ad.
4. Let Your Game Speak / It’s Not About The Shoes
I’ve grouped these two commercials together for the simple fact that they are AWESOME Jordan commercials that don’t even really feature MJ himself (”It’s Not About The Shoes” does at the end, but he’s only a kid). The Jordan Brand has done an excellent job of staying relevant with the consumer since MJ’s retirement from the game. They constantly challange the consumer to “Become Legendary” or to be the “next” Michael Jordan. After all, that’s really what every basketball playing child and fan really dreams about, right? I LOVE the “Let Your Game Speak” commercial. Every Jordan fan can watch this and tell you where those moves come from, even specific to the game. The commercial embodies what thousands of kids on blacktops pretend to do everyday….do the same moves as MJ. A great idea, and well filmed. I also love the music on both of these. The “It’s Not About the Shoes” commercial is awesome because it shows some of your favorite athletes in their younger days, aspiring to become legendary like their idol. You gotta love the smile on Carmelo’s face after the Oak Hill Jam as well as Rip Hamilton on people’s shoulders after a big game.
3. MJ – 23 vs. 39
This is one of my favorite commercials of all time, hands down. An excellent visual effects simulation. Perhaps the most impressive of any MJ commercial. The thought of an older Jordan schooling his younger self is incredible. Not to mention when college MJ shows up to call next.
2. Be Like Mike
This commercial put Gatorade on the map right here. I remember being a kid and singing the song all day. If you don’t think this is one of the Top 3 Jordan commercials of all time, you are insane and need to be committed. Comment and I’ll be sure to send you to the proper authorities.
1. All The Spike Lee Joints
Cop out? Maybe….You try picking just one.
12 responses so far ↓
sliz // May 2, 2008 at 3:20 pm
let me just say that I’m honored to be the first to comment on this post.
umm … Neboski I gotta say that I’m worried for you man, worried for you and the future of your blog. Why? because after this post … it is all downhill. UNBELEIVABLY EXCELLENT THIS POST WAS – as yoda would say. Seriously, and I gotta give props to Stonewall if it was his idea. Im just sad that none of us ad majors thought of it first.
I do wanna give my 2 cents too – Personally, my absolute 100% favorite MJ commercial all time is the 23 vs 39 one. And I was happy that it made it as high on your list as it did – i wouldve ranked it as #1 though. my undeniable #2 wouldve been the 1st ‘become legendary’ commercial you posted – it is definately a couple tiers higher than the second one featuring the other athletes, though thats not to say that one was bad. You said it perfectly when you said it embodies everything about being a kid (or even a young adult) and aspiring to be like mike (not to rip off another priceless tagline – although that one came from a different agency) – and that is what makes it great, because it hits home so well – and of course his repertoire of immediately recognizable moves (one of which was highlighted in the ‘be like mike’ gatorade commercial you also featured – the insane mid-air switch from a yam to a left handed, underhanded layup in the finals against the lakers *complete with fellow 1982 ncaa champion sam perkins*) and finally my favorite of the spike lee joints. The one that keeps asking what makes him ‘the best player in the universe’ – the shoes? no … you sure it’s not the shoes? yes, not the shoes … but, its gotta be the shoes right? and whatnot. why? because of the hilarious nike disclaimer towards the end. amazingly funny. A close second – in that group – would be the one featuring little richard, only because of his notoriety. The others are great too, but those two definately stand out in my mind.
again, EXCELLENT post. good luck matching it in the future.
z
sliz // May 2, 2008 at 3:26 pm
for the record I would put the ‘be like mike’ gatorade commercial at #3 on my list for all the same reasons you cited (I just happen to like my #1 and #2 better).
also – credit needs to be given where it is due. Wieden+Kennedy is the agency responsible for the Nike and Air Jordan ads and Element79 is responsible for the Gatorade ads. They were the ones who made all that great work, and it is them who deserve all the credit – not Nike or Gatorade themselves. Although they were the ones that set forth the marketing objectives, and signed off on all ads for their respective companies, so its not like they are claim-free, its just that the agencies actually made everything happen and executed well.
sliz // May 2, 2008 at 3:28 pm
you gotta love the glass gatorade bottles too. like that would fly in today’s day-n-age.
Shane // May 2, 2008 at 4:26 pm
I am in agreement except for “be like Mike” as #2??!! Larry vs Michael in horse is my choice.
Showtime // May 2, 2008 at 7:02 pm
Monsta- a few things- awesome post.
your #9 though, kinda wack. And what was up with those threads MJ was rockin in the Larry Bird McDonalds joint, come on Nike, yall are better than that.
Mars Blackmon joints are all hot, but gotta pick one.
My personal #1 though is “Its not about the shoes” coming in at #4 for you. Y’all got to recognize my main man (MVP MVP) Chris “CP3″ Paul in that one. What you may not know is that the shot of the scoreboard showing “player 3 with 61 points” was Chris in high school at West Forsyth (W-S, NC raise up!) the first game after his grandfather was murdered. His grandpa was 61 years old when he was killed and Chris set out the next game to score exactly 61 points. He intentionally air balled a free throw and then took himself out of the game with several minutes to go, in tears and emotionally drained. One of the most touching moments in sports in recent memory, especially for us WFU fans.
Brian P. // May 2, 2008 at 7:08 pm
http://www.youtube.com/watch?v=SZjbTq4DcAQ
you lose
StoneWall // May 2, 2008 at 7:56 pm
Really glad you ended up doing this list. The only person I would’ve given the idea to was the Monster because he’s the only who would do it right.
Let your game speak is my favorite, but I’ve always been a fan of the Nike ads. There aren’t many people in this world with as many recognizable physical sequences as Mike… he’s recognizable as the guy hunched over and chewing gum–that’s crazy. They even left off a few things like the shot for the national title and hugging the nba championship trophy and crying.
I’d have the be like Mike #2. Different tone to the ad, but my favorite part is the white guy going for the around the back-lay-up and messing it up… because I’ve definitely been there.
Also like the 1st spike lee commercial posted because of spike’s reaction when Jordan is about to dunk.
Other than that, they get jumbled in together for me. Don’t know why, but Jordan playing against himself isn’t my favorite.
Quality post though and can’t really argue with anything.
Big Soda // May 3, 2008 at 1:30 pm
Sodes has been understandably absent from the Monster’s blog comments for a minute…so Ima drop a bunch of knowledge in an easy-to-read, abridged format:
1. Any commercial done by Spike Lee is going to be #1 on any list…and no, Monster, you do not have to pick just one. It was a series after all. This is not up for debate…Spike is doing us a favor by stepping down to the small screen to pay homage to the greatest athlete of all time. Hands down, the right pick.
2. Who is “Brian P?” You can’t “lose” something like this. If you disagree with a pick, mention it. That’s fine. But if you do so, and choose to post another…please try to follow the format of the list. What he posted was not even a commercial–which is, as best I remember, the theme of the list. Besides, the commercial that his video referred to was already on the list.
3. Slobs, thanks for pointing out the glass bottles. That was the first thing that popped into my mind when I saw that video too. It took me back to the days when we had to bring our Gatorade to the public pool in plastic cups because you weren’t allowed to have glass.
4. If I could add a 1A to the list, it would be Will Jones Turbo Cardio…Michael or no Michael.
5. Finally…my #2 video, although by far the most recent on the list (probably his most recent of all commercials), would be “Maybe It’s My Fault.” Celebrating all things Michael (UNC, Laney High, the yard in Wilmington where he dunked for the first time), I get goosebumps every time I see this. If you don’t know, peep it: http://www.youtube.com/watch?v=woOu_4l3lio
Not making excuses….Soda.
butta // May 6, 2008 at 2:07 pm
slobs and soda got it right – the first thing i noticed about the “be like mike” commercial was the glass bottle. speaking of which – whatever happened to mike’s favorite flavor? citrus cooler was my jam.
nice one.
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jared // January 12, 2009 at 2:26 pm
mj is sweet
jared // January 12, 2009 at 2:26 pm
i wish mj still played