Posted by Ben Golliver.
A good sneaker ad is reflective of a basketball player's identity, personality and game. It finds the sweet spot between doing too much by forcing things upon the player and doing too little by failing to distinguish him from the masses.
The latest offering from adidas basketball -- titled "The Bull" -- is about as good as sneaker commercials get without Michael Jordan being involved.
Designed to promote Chicago Bulls point guard Derrick Rose's adiZero Rose 2 sneaker -- more information and pictures here -- the ad is set in a bullfighting ring in Spain. Anticipation builds as Rose, cast as a bull, enters the ring, just like he might enter the United Center, walking through a tunnel before greeting an enormous and anxious crowd. Rose slaps the ball, like a bull might stomp its feet, and bends over at the waist to survey his competition. A matador looks back at him and Rose accelerates forward, dribbling at full speed. He is chased by a matador's assistant who, in a nice touch, is dressed in green and white and looks like the Boston Celtics mascot. Action continues in slow motion and burst sequences as Rose executives spin moves, crossovers and the like, ducking under capes and around bullfighters, who seem an awful lot like defenders, before bursting into space and dunking with two hands on a basketball hoop that hadn't yet been revealed. Cue crowd reaction, and the tagline: "adidas is all in ... get more d rose."
Not only is Rose literally a bull here, but the ad is set to a high-energy beat and has zero words of dialogue, reflecting Rose's low-key presonality. And, of course, Rose's attack-first, ball-dominating, smooth yet powerful brand of basketball can't be missed here.
Watch the ad above courtesy of YouTube user adidasbasketball.