PA-based AND 1 "breaks a sequel this week" to last
year's "controversial 'American Dream'" spot featuring
Knicks G Latrell Sprewell, according to Terry Lefton of
BRANDWEEK. While last year's ad "showed a decidedly non-
contrite" Sprewell, the new campaign, from Crispin Porter &
Bogusky, Miami, "tries to humanize" him and "plays up his
fan appeal." Lefton reports that the new effort around
Sprewell "may end up with as many as three" 30-second spots,
"expected" to be in the "same documentary style" as last
year. In the campaign, Sprewell is seen "being greeted by
and bonding with" N.Y. fans in a "variety of situations."
AND 1's $2M buy includes TV spots on MTV, BET, the ESPN
nets, MSG and NBA coverage on Turner, as well as an outdoor
component and print ads in Slam, The Source, Source Sports
and Inside Stuff. Additionally, Sprewell will "appear on
in-store efforts" for the $75 Tai Chi shoe. AND 1
VP/Marketing Jay Gilbert, on Sprewell: "His connection with
the fans goes way beyond the aspirational one, which says a
lot about the way the athlete endorsement model has changed.
While [fans] want to hang with him, they don't really want
to worship him" (BRANDWEEK, 1/24 issue). The spot broke
yesterday (THE DAILY).
