Dime Exclusive: Behind The Scenes Of Dwyane Wade & Jordan Brand’s New Ad, “Nightmares Never Sleep”
Last night, Jordan Brand unveiled its latest chapter of the “Become Legendary” national brand campaign, entitled “Nightmares Never Sleep” starring the newest member to the team, Dwyane Wade.
“Nightmares Never Sleep” headlines an integrated marketing campaign debuting the Air Jordan 2010, worn by Wade in the ad and the first Team Jordan athlete to debut the shoe on-court during this year’s All-Star weekend.
“We chose the ‘Nightmares Never Sleep’ spot to debut the Air Jordan 2010 and to show how unstoppable Dwyane Wade is as a basketball player,” says Sean Tresvant, Marketing Director for Jordan Brand. “The ad also continues the Brand’s celebration of the 25th anniversary of the AIR JORDAN basketball shoe.”
Created by Wieden+Kennedy New York, “Nightmares Never Sleep” will air today on major networks including ESPN, TNT, ABC, and in cinemas nationwide. The integrated campaign will also be fully complemented with a digital presence on www.Jumpman23.com.
What do you think?
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February 4th, 2010 at 12:43 pm
Mr.RLW says:
Diggin’ the commercial.
Not sold on the shoe though. In fact, the shoe takes away from commercial. How many times have you heard that?
February 4th, 2010 at 12:46 pm
LakeShow84 says:
Man im still torn on these shoes..
They look nice but then they look tacky.. dunno..
gonna have to peep them in person.. big ass speakerphone on the side is making it hard for me..
February 4th, 2010 at 1:02 pm
Chicagorilla says:
Shoes are still ugly as hell
February 4th, 2010 at 1:16 pm
G-Roc says:
Props on the footage. Just posted this on TheShoeGame.com
Good stuff!
February 4th, 2010 at 1:23 pm
hahns says:
the jordan brand is a brilliant business move. it takes all these great players and brings them together, while preventing them from becoming their own brand. jordan was really the first guy to become a brand- but arguably melo, cp3, wade have that same potential. by bringing them into the jordan family, jordan preserves his legacy and nips any potential competition that they may bring
February 4th, 2010 at 1:38 pm
12thMan says:
This commercial itself is incredible
February 4th, 2010 at 2:02 pm
da real says:
not bad, knock off of Tmac commercial, same lighting and sort of concept/feel to it. Cant believe noone there was able to call that out
February 4th, 2010 at 3:02 pm
Gino says:
I’ll cop the shoes for Wade and JO. But it looks funny. It’ll look better all blk I bet.
February 4th, 2010 at 3:57 pm
Bizz says:
@ 1:36…offensive foul lol…but then again, only Paul Pierce won’t get that call in his favour. @ 1:42, looks like he lost his dribble lol…but it’s a SICK commercial nonetheless.
February 4th, 2010 at 4:24 pm
Aron Phillips says:
Amazing new video!
February 4th, 2010 at 5:40 pm
stevenhham says:
how are they in miami? the court has the atlanta hawk logo.
February 4th, 2010 at 6:10 pm
Singharaj says:
The commercial is awesome, the shoes are horrid. Even if it were a commercial for the shoes I would have guessed that it were just about Wade being a beast.
February 4th, 2010 at 10:27 pm
ahs says:
is that the atlanta hawks areana??? if so that is damn small!!
February 5th, 2010 at 9:56 am
ab_40 says:
looks a lot like the old tmac commercials
February 6th, 2010 at 7:31 am
AirKaris says:
notice MJs little cameo?
February 6th, 2010 at 6:34 pm
Powerslave says:
Wade’s nightmare = JJ Hickson