Gatorade Digitally Remasters "Be Like Mike" Spot, To Air Throughout All-Star Weekend

Gatorade is bringing back its "Be Like Mike" jingle "for the brand's 50th anniversary," and the ad "will run again, after being digitally remastered, on the All-Star broadcasts this weekend," according to Darren Rovell of ESPN.com. The commercial features Basketball HOFer Michael Jordan "playing with kids with Gatorade's original lyrics and catchy tune in the background" (ESPN.com, 2/12). ADWEEK's Tim Nudd reported Gatorade is "doing a whole bunch of 'Be Like Mike' stuff around the NBA All-Star weekend, including a 'live event experience'" in N.Y. featuring Basketball HOFer Dominique Wilkins and former NBAer Horace Grant, who will "help visitors do their best impressions of Jordan by 'Shooting like Mike,' 'Dunking like Mike' and 'Striking iconic poses like Mike.'" Gatorade at the end of March also will be "selling special bottles of Citrus Cooler (Mike's favorite) with a retro label" (ADWEEK.com, 2/12).

BIG SHOES TO FILL: AD AGE's Ashley Rodriguez notes Nike's Jordan Brand on Thursday in N.Y. launched an interactive Jordan-themed installation, which includes an LED half-court, slam-dunk camera and shoe trials, to "celebrate the 30th anniversary of its first sneaker." The digital installation, "located at the Pearl Pavilion near Penn Station, will run throughout" the weekend and was "created by AKQA." The concept that "runs throughout the experience is 'We Are Jordan,' which is also the hashtag for the campaign's social push." The installation's "main event is 'The Last Shot,' an LED simulator with 876 screens that allows fans to virtually recreate two of Michael Jordan's most iconic shots with step-by-step instructions" (ADAGE.com, 2/13).