“Anything You Can Do, I Can Do Better” – The top 5 commercials featuring Michael Air Jordan
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Michael Jordan
Owing to ESPN and Netflix’s documentary The Last Dance, Michael Jordan, and his billion-dollar enterprise have been in the headlines more frequently lately. The documentary series centers on the 1997–1998 NBA season and features previously unreleased video of Michael Jordan’s sixth and last championship campaign. It goes into great length on Jordan’s Nike contract and how it came to be, as well as how his agent at the time, David Falk, devised a plan to fundamentally alter the way Michael Jordan was advertised.
Jordan was America’s go-to marketer in the 1990s because of his charisma, professionalism, and success. He was employed by several businesses, including Nike, Gatorade, McDonald’s, and Chevrolet, to promote their goods. Jordan was widely known during a time when it was more difficult to ignore TV ads. His advertisements gave fans fresh perspectives on him. Since there were fewer games broadcast nationally than there are now and social media wasn’t around yet, advertisements offered a window into the personalities of sportsmen. His athleticism and competitiveness were on display during Chicago Bulls games, while his humor and motivation could be seen in ads. Below you’ll find Jordan’s top 5 commercials.
Be Like Mike (Gatorade), 1991
It’s difficult to avoid singing or humming along to the jingle since it’s an earworm. And it seldom ever happened. Gatorade wanted to utilize the song “I Wanna Be Like You” from “The Jungle Book,” but Disney’s demands were too expensive. Jordan switches hands midair for a layup against the Los Angeles Lakers to start the minute-long commercial in which children try to imitate his movements.
The Showdown (McDonald’s), 1993
A game of H-O-R-S-E between an in-his-prime Michael Jordan and a recently retired Larry Bird was broadcast in two halves during the Super Bowl. A Big Mac and fries was at stake. Bird provided the rules: “First one to miss watches the winner eat. No dunking!”
Is It the Shoes? (Nike), 1988-91
Spike Lee created the character of Mars Blackmon in his 1986 film She’s Gotta Have It. In 1988 Nike released a series of advertisements with Michael Jordan and Blackmon. Lee’s endorsement helped the Air Jordan brand transition from athletics to urban and pop culture, establishing the roots of what is now known as sneaker culture.
Banned (Nike), 1985
These red-and-black sneakers were too cool for the NBA. At the time NBA required everyone’s sneakers to be at least 50% white. This was also Jordan’s rookie season. The shoes were equal parts anti-establishment and fashionable. Few items are cooler than forbidden footwear, therefore the marketing effort was successful.
100-Foot Dunk (Nike), 1995
Jordan stares up at a hoop that is 100 feet high while sporting a determined expression and, more importantly, his sparkling Air Jordan XI. He continues to rise as he slams the ball, defying gravity. Until he glances down and knows he will ultimately have to let go of the rim.
Also Read: LeBron James still leads the NBA All-Star voting as he breaks a historical Michael Jordan record
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