Can we be even more like Mike?
Gatorade's 50th anniversary celebration continues with three spots from TBWA\Chiat\Day, each reimagining the iconic Michael Jordan-inspired "Be Like Mike" jingle we've been humming for nearly a quarter century.
An impressively remastered version of the original Bayer Bess Vanderwarker ad from 1992 was unveiled last month during the NBA's All-Star weekend. Visuals from that spot appear in these three new commercials, but each has its own unique vibe.
"Groove Like Mike," my favorite, feels like the '70s, with retro-cool animations and a righteously funky take on the song. "Move Like Mike" finds gym rats, inspired by footage of No. 23 playing on monitors around the place, working out and scrimmaging to subtly insistent beats. (Maybe the NBA will adopt that backboard video screen to blast ads during games.) "Dream Like Mike" shows a kid playing driveway hoops against MJ, a bold mix of "Be Like Mike" driving him to new heights.
The clips are fun, multilayered and reward multiple plays. Animal Music did a fine job with the remixes, giving all three versions a fresh sound while staying true to the spirit of the original. There's just one problem. Now, that damn song will be stuck in my head for at least another 23 years!
Agency: TBWA\Chiat\Day, Los Angeles
Creative Director: Renato Fernandez
Art Director: Pierce Thiot
Copywriter: Scott Cleveland
Producer: Garrison Askew
Music Production Company: Animal Music