The following is this week’s Radar DDB 10am One Thing that I wrote for the DDBlog. Despite my best efforts, I couldn’t persuade the group to vote for a moonwalking shetland pony.
Even if the results have been mixed, there is a long history of Western celebrities starring in Asian commercials, so much so that there is a website dedicated to the practice and a movie which gently pokes fun at the practice. However this week, we’re showcasing a great campaign from Nike Basketball starring Kobe Bryant supported by Chinese NBA star, Yi Jianlian, and a host of Chinese celebrities. In 60 inspirational seconds it tells the story of a young Chinese basketball player looking to make it big in the NBA. The script personifies the Nike credo – that everyone is an athlete. That everyone has a chance to make it if they work hard enough.
Give me the spotlight. But don’t give me fame. I’ll earn that.
The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies. Today’s One Thing was written by Tribal DDB Toronto Director of Social Media, Ed Lee
For an archive of the 10am links, visit our Pinterest board.