SBD/6/Sponsorships Advertising Marketing

GATORADE'S "BE LIKE MIKE" RETURNS TO THE AIRWAVES

          Gatorade will debut a remake of the '91 "Be Like Mike"
     spot during TNT's coverage of Saturday's All-Star events. 
     The new ad, created by FCB, Chicago, stars Michael Jordan,
     and features appearances by Sheryl Swoopes, Lisa Leslie, Mia
     Hamm, Chris Berman, Ahmad Rashad, Ernie Banks, Bugs Bunny,
     Marvin the Martian and Larry Bird.  The music for the spot
     comes from R&B group Take Six and Blues Traveler's John
     Popper.  All of the guest stars sing the "Be Like Mike"
     song, with the exception of Bird, who refuses (Gatorade). 
          ALL-STAR CAST: In Chicago, George Lazarus: "With such
     an array [of people in the spot], is Jordan's value to
     Gatorade being diluted?  Gosh, this commercial sounds like a
     lift from Barnum & Bailey."  Lazarus also puts the price of
     the ad at "upward of $750,000 and perhaps as much as" $1M
     (CHICAGO TRIBUNE, 2/5).  The spot will run through the
     summer.  Gatorade VP/Marketing Sue Wellington, on bringing
     back the campaign: "People have been asking about it since
     1992.  It really became a part of the pop culture"
     (AP/CHICAGO TRIBUNE, 2/4).  On "Access Hollywood," Pat
     O'Brien called the campaign Gatorade's "most popular
     commercial ever."  O'Brien: "Jordan is proving that classics
     never go out of style" ("Access Hollywood," 2/4).      
          HAD HIS PHIL? In Chicago, Lazarus also reports that
     Gatorade approached Phil Jackson about singing in the new
     spot, but Jackson "turned them down, just as he recently did
     Nike," which sought him for a spot (CHICAGO TRIBUNE, 2/6).

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Related Topics:

Nike, St. Louis Blues, TBS/TNT

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