Michael! Michael!

From Jacob Trusheim:

 

I really like these two ads for the Jordan Brand.  These ads are not selling the clothing or the shoes, but a brand image.  In fact there is very little product placement in the ads.  What the ad is selling is the image.  The image began with Michael Jordan and his ability to play basketball, but even after his playing days have been over he is still an icon to sports fans.  His narration is used to inspire those watching to work hard, and not be afraid to put themselves out there.  He talks about how on the court he made it look easy, but in order to get to that point he had to work hard behind the scenes.  What these ads are hoping for is that people will remember Jordan, the work he put in, and what he accomplished and transfer those images towards the shoes and clothing.