New Michael Jordan Commercial 2010

Michael Jordan, one of the greatest known athletes of our time, represents himself in order to sell his brand, Air Jordan. The commercial is a highlight reel of his sports career both in basketball and baseball. The instrumental music in the background is accompanied by his voiceover of his trials. His speech is in a serious tone in which he questions the viewer about how they think Michael Jordan rose to his success. He stresses points about how the highlights do not start on the free throw line which corresponds to his famous dunk from the free throw line rather how it all starts at practice. This commercial is similar to some of the new Nike commercials which do not discuss only the athletic ability of a star but their personal stories and trials such as his athletic failure when he took to baseball after his basketball career. By showing that he was not born with this gift but needed to work for all his fame and success in basketball, makes him seem more human. The human aspect of the star athlete makes the audience member feel more of a sense of attachment to the athlete and therefore more likely to purchase apparel from the company. In this commercial, Jordan makes me feel as if it is okay to strive for something and not achieve it. What is more important, according to the commercial, is to keep trying and working for what you want. It provides a sense of warmth and comfort to the viewer, which is exactly how I felt after seeing it.

This commercial takes a specific approach and tells a story of his rise to fame. The highlight reel shows all sorts of highlights from practicing in the gym, to college hoops, to the White Sox and finally his most influential success, his career with the Chicago Bulls. The commercial emphasizes through the visuals and the dialogue how there were steps to becoming who he is and how he reached that level. Through the discussion of his emotions, the viewer can again relate as every person who has ever played a competitive sport understands that there is a rush of emotions, whether they be positive or negative.

The highlight reel and passion that are shown in this commercial motivates the viewer to stop watching the television and begin their athletic career. It is clear from this superstar’s words that this kind of athleticism does not come easy but requires work and dedication. Since the brand being advertised is Air Jordan, the fact that Michael Jordan himself is speaking represents what he wants the company to stand for: fervor and commitment. Most audience members would not listen to the advice of a person who did not become so successful so the stardom effect is what drives this commercial and sale of the product. Furthermore, although we do not see Michael Jordan speaking during the commercial, his voiceover paired with the highlights makes him seem almost like an ominous God-like figure. This furthers the idea of the star being the driving point behind the brand.