This is a powerful and well-paced television spot that redefines the word epic.
It begins with Derrick Rose’s infamous ACL tear injury in last year’s playoffs, and cuts to members of the Chicago community in a state of shock and disillusion. Time virtually stands still as the heartbreaking realization and implications of Rose’s injury become apparent via the concern/ agony on the fans faces.
As Rose begins his recovery process, the world begins to move faster, his physical revival infusing life back into the city. The momentum builds, and Rose is seen strolling out of the tunnel back onto the court, fully healed, ready to pick up right where he left off. Chicago’s basketball savior has returned, and brought renewed life and energy with him.
The tagline accompanying the ad states “all in for d-rose” and climaxes with the hash tag #thereturn.
I love this ad for so many reasons. The story-line is gripping, with the tragedy being real and significant. Seeing Rose running back out onto the court and turning to look at the camera gave me chills. Aside from a top-notch commercial, this ad serves as a strong endorsement from Adidas towards their premier basketball spokesperson.
This is yet another example of how the Adidas – Derrick Rose sponsorship is one of the most compelling business partnerships in sports advertising.
- Inside Adidas and Derrick Rose’s Digital ‘Return’ (mashable.com)
- Derrick Rose behind the scenes of his latest commercial (chicago.sbnation.com)