It feels as though there are more sports brand ads than stars in the sky and these invocations to sports performance tend to have so little individuality it’s difficult to remember whose logo goes with which execution.

At the very least, Nike’s farewell to Kobe Bryant stands out. And it was made specifically for China, which is another point of difference.

It’s just that the ad stands out most because of Bryant’s apparent ego. As Bryant contributed to the script it’s difficult to know whether its his opinion of himself or the voice of some serious Bryant groupies at Wieden + Kennedy Shanghai rising to the surface. The ad makes Bryant sound as though his self esteem runs on the same high plane as Kanye West’s.

The ad begins with Kobe stating, “You love me. You love me because I’m Kobe. Because I’m a five time champion. Because I’m one of the greatest to step on the court…”

It’s probably true. Perhaps, though, it shouldn’t have been Kobe’s point of view that was used in the ad. And it’s unfortunate that the ad was made during a dismal season for his team, The Lakers. The Lakers superstar will play his final game on April 13 after his team lost its first four games in April and won just five in March.

Bryant goes on to tell Chinese basketballers that they should hate him instead.

“Hate me because I gave you 4 a.m. Because I pushed you when no one else would. Hate me because I demanded greatness. And greatness demands everything…

“Love me when you become greater.”

The 60 second spot ad was timed for release just in advance of Bryant’s last ever game. 

Terence Leong, creative director of W+K Shanghai, explained, “Kobe has an intimate relationship with the Chinese ballers, so he knows exactly how to teach and motivate them. Together with Nike China and Kobe, our team crafted the script and made sure the film was just as provocative as the man himself. It was an intense and uncompromising process because Kobe was just as demanding on the creative team as he was on the Lakers.”

Wieden + Kennedy creative director, Azsa West, added that Bryant “…chose to focus on becoming a legend rather than being a hero. When it comes to winning, Kobe is willing to push himself to risk everything. Because standing back and doing nothing, that’s real failure. This philosophy is very Nike ‘Just do it,’ and Kobe is the perfect person to deliver this spirit of Nike.”

 Credits:

Agency: Wieden + Kennedy Shanghai
Executive creative director: Yang Yeo
Creative directors: Terence Leong & Azsa West
Copywriters: Nick Finney & Wei Liu
Senior art director: Shaun Sundholm
Senior designers: Patrick Rockwell & Will Dai
Integrated production director: Angie Wong
Senior planner: Paula Bloodworth
Digital strategist: Bill Tang

Production companies: Elastic TV & Lunar Films
Director: Biff Butler
Director of Photography: Rachel Morrison
Executive producer (Elastic): Belinda Blacklock
Executive producer (Lunar): Ken Yap
Editing: Rock Paper Scissors
Postproduction: a52
Original Music, sound design & Mix: Lime Studios