Chicks Dig The Continued Brawl - Nike from Jeff Labbe on Vimeo.
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Fresh off the MLB All-Star Game, we anticipation we'd rewind to one of the best constant home run-related commercials of all time, Wieden & Kennedy's 1998 atom "Chicks Dig the Continued Ball" for Nike.
The ad finds Atlanta Braves pitchers and approaching Hall of Fame associates Greg Maddux and Tom Glavine at a St. Louis Cardinals batting practice, for some reason, gazing resentfully at Cardinals slugger Mark McGwire as he blasts pitches into the aerial accouter and delights assemblage including Heather Locklear.
At the time, Mr. McGwire was the better baseball amateur in America, bound in a chase with Chicago Cubs slugger Sammy Sosa to breach Roger Maris's abiding home run almanac of 61.
That antagonism was a benefaction for Major League Baseball, which best up some of the accomplished TV ratings it had apparent in years. Over the advance of that season, McGwire would arise on the awning of magazines from Time to Newsweek to Sports Illustrated.
It was abundant applause to accomplish pitchers, alike top-flight ones like Mr. Glavine and Mr. Maddux, assume like an reconsideration -- a angle the Nike atom captured with comedic finesse.
"Hey!" Maddux shouts at the army of McGwire gawkers. "We got Cy Young Award winners here!"
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But the army is unmoved, and so Maddux and Glavine go into Training Montage Mode: They buy Nike cleats, run stairs, try (oddly) to hit skeet pellets, alcohol protein all-overs and analysis their cores in a decidedly masochistic way.
At montage's end, their swings accept bigger abundant to allure the absorption of Ms. Locklear.
"Hi Tom," she smiles.
"Chicks dig the continued ball," Maddux concludes.
Though it was congenital about baseball players, "Chicks Dig the Continued Ball" was technically a attack for Nike cross-training. The spot's art director, Jeff Labbe (who absolutely played baseball adjoin Mark McGwire in aerial school) and copywriter, Canice Neary, originally came up with the abstraction for Nike Baseball.
But Artistic Administrator Hal Curtis bound absitively "Chicks" bare to go big, and cross-trainers, which had been a aerial antecedence for Nike back the hit "Bo Knows" attack in 1989, offered a bigger platform.
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Even admitting the ad wasn't technically announcement baseball products, its success aloft Nike baseball's profile.
"Usually, baseball was array of a baby class aural Nike," Mr. Labbe said. "But again that blew it up."
The atom aired during an era back Nike's spending on TV and radio announcement was mushrooming, growing from $99 actor in 1996 to added than $177 actor in 1998.
It did so able-bodied that Nike asked for some aftereffect spots. The results, commentaries from athletes and celebrities alignment from Gene Simmons to Heidi Klum, all riffed on the byword "Chicks dig the continued ball."
"Face it: A low E.R.A. aloof isn't sexy," a actual baking Ms. Klum said.
By then, the byword had become a civic phenomenon, and today, "Chicks dig the continued ball" has become allotment of baseball vernacular. Announcers sometimes say it afterwards calling home runs, and the aboriginal atom still makes the circuit on amusing media; Rays bullpen David Price tweeted it out as afresh as aftermost week.
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But because the ad appearance Mr. McGwire, whose use of performance-enhancing drugs broke his acceptability and attenuated his accomplishments in 1998, "Chicks Dig the Continued Ball" still reminds some of what baseball admirers now accredit to as the Steroids Era.
"That ad's become an emblem," said Emma Span, a anchorman and editor who covers baseball for Sports Illustrated.
The spot's constant acceptance is additionally a affectionate of proof, Ms. Span said, that baseball's admirers accept confused on from the steroid aspersion that ultimately tarred the 1998 home-run race. On Tuesday, Nelson Cruz, who was abeyant 50 amateur for actionable MLB biologic action aftermost August, started at appointed hitter for the American League aggregation in the All Star Bold afterwards actuality voted in by fans.
Mr. Labbe and Mr. Neary both went on to do affluence of added abundant assignment in sports. Mr. Labbe, now a administrator with Academy Films, would after address the World Series attack "Beware of things fabricated in October" for Fox Sports via TBWA/Chiat/Day San Francisco, and Mr. Neary, an controlling artistic administrator at Laughlin Constable, put calm "What drives you?" for Gatorade.
They accept some abundant memories, including, in Mr. Labbe's case, a "very well-signed baseball collection." But every time Mr. Labbe hears that byword back he's watching a game, he thinks of article that's missing.
"I ambition Canice and I had gotten a royalty!" he laughed.
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