Wieden + Kennedy is doing unexpected things for Nike’s Jordan Brand. The latest campaign is a musical – the musical, Annie, about children in an orphanage that has been performed worldwide – recreated with Jordan brand stars.
The two-and-a-half minute film, Too Easy, is set to the tune of It’s the Hard Knock Life from the famous production, transforming a basketball court into a Broadway set, shifting from black and white to full colour. Starring in the offbeat commercial are NBA and WNBA stars, Bam Adebayo, Trae Young, Chris Paul, Paolo Banchero, Jayson Tatum, Luka Doncic, Napheesa Collier, Dominique Malonga, Gabby Williams, Jared McCain, and Kiki Rice.
The film is choregraphed to make extraordinary basketball feats look effortless in Jordans, with dribbles, squeaking soles, and bouncing balls creating a rhythmic beat.
The film coincides with forty years since Michael Jordan first wore the now-famous sneakers and made its debut one week after the Air Jordan The Classic shoe launched.
Wieden + Kennedy and Nike are making much of this 40th anniversary year with an overarching 40 Years of Greatness campaign.
