Comment by Michael B. Moore on September 26, 2010 at 8:47pm

In the world of performance basketball shoes, hot sneaker designs, "street cred" for your brand, and the right athlete endorsements go a long way to drive brand strength and sales. Obviously, the Jordan brand - oozing with all three - dominates all around! Nike's basketball "step-child" brand, Converse, on the other hand, seems to have been living in a, sort of, strategic and brand limbo since bought by the company in 2003. It never got the best of any of the three critical elements; Converse served the (important) purpose of inoculating Nike Corporation from having to send its Nike brand to downstairs retailers.

Fast forward to 2010 and Converse, apparently, wants back into the game! I think this is a very effective ad for a variety of reasons:

1) it very quickly establishes that gritty, urban, street cred that is so important. The commercial is clearly in NY; it reeks of the kind of urban context that could only be the Big Apple. It does such an effective job at this that you can almost smell this spot!

2) it shows brief glimpses of shoes that, to my eye, look the part. Obviously, the shoes will have to hold their own at retail, but they certainly pass the "sniff test".

3) the spot dramatically shows the brand as the center piece of an elaborate urban procession - somewhat Ancient Rome-like in look and feel. It presents Converse as being a legitimate part of the core of that world which - again to the street cred piece - burnishes feelings of authenticity for Converse. And . . .

4) this is one of those communications that speaks to a very specific consumer target. If you're a part of that cultural group, then you know who's in the spot. If you're not a part of that world, then you don't know. I love that this subtlety was written into the commercial. This is in stark contrast to all of the uber corny commercials where athletes are dressed in full uniform in non-athletic contexts. No uniformed football players in the middle of an office or NASCAR drivers in their racing suits in a quick lube waiting lounge! Here, if you know, you know - and to those who know, they understand that the message is directed specifically to them - which makes the spot all the more compelling. To them.

Lastly, with Dr, J feted as one of the brand's OGs; the spot does a wonderful job of connecting the original equity with the brand today. It pays homage to the past, while clearly showcasing the brand's contemporary relevance. Dr. J is honored as he walks out on the court, but in the end, its the young guns who are front and center - delivering a very clear and specific message about who the brand is really for. This is probably even more important for the Converse brand because of the legacy of the Chuck's sub brand that exists with its bespectacled, high socks wearing, nut hugging short wearing goobers with head bands. This Converse wants no parts of that Converse to be sure!

To me, the commercial works as a great piece of micro-film (a Tweet of cinema?). It would seem to also work powerfully as a strategic brand tool for Converse.

Sure, I don't entirely understand everything that's going on with the procession. That said, the choreography and the cinematography are so wonderfully executed that I don't feel the need to understand every detail. Beyond that, I admit to not being intimate with all of the characters of the spot - but alas, I'm not meant to. But its strengths - both creative and strategic - are clear!

Great strategy. Great execution. Five stars!

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