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SBD/10/Sponsorships Advertising Marketing
KNICKS PLAYOFF BERTH ENTICES AND 1 TO PUT SPREE ON TV
Published May 10, 1999
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).