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SBD/6/Sponsorships Advertising Marketing
GATORADE'S "BE LIKE MIKE" RETURNS TO THE AIRWAVES
Published February 6, 1998
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).