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).
