SBD/10/Sponsorships Advertising Marketing

KNICKS PLAYOFF BERTH ENTICES AND 1 TO PUT SPREE ON TV

          Knicks G Latrell Sprewell is featured in a new 30-
     second TV ad for And 1 called "American Dream," which will
     debut today and air more than 200 times during the first two
     weeks of the NBA playoffs.  Sprewell says in the ad: "I've
     made mistakes, but I don't let them keep me down.  People
     say I'm what's wrong with sports today. ... I say I'm the
     American dream."  The spot was produced by Crispin, Porter &
     Bogusky (CPB), And 1's ad agency, and was directed by David
     Leech.  It will run during NBA coverage on TNT/TBS, as well
     as on Fox Sports/MSG, MTV, BET and CNN/SI (And 1). 
          CONTROVERSIAL SPOT: BRANDWEEK's Terry Lefton calls the
     ad, which breaks during tonight's Knicks-Heat Game Two on
     TBS, "likely the most controversial basketball sneaker spot
     since" Charles Barkley's Nike spot in which he claimed he
     was not a role model.  And 1 "had no plans" to use Sprewell
     in a TV ad when they signed him in April, but "that view
     changed" when the Knicks made the playoffs.  CPB shot the ad
     last week and was "rush-editing it."  And 1 VP/Marketing Jay
     Gilbert: "So much of good marketing is timing.  We just had
     to take advantage of that" (BRANDWEEK, 5/10 issue).         
     
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