NBA players, locked out by their league's owners and stuck in a labor impasse, recently attempted to curry public favor with a social media campaign using the words "Let Us Play." Of course, it backfired, as fans pointed out that there was a deal on the table (albeit a terrible one) that would have allowed the players to return to work immediately if they simply signed off on it. Appealing to the public for sympathy and pointing their collective finger at the owners just didn't strike the right chord with fans who can easily find fault with both sides.
Leave it to Jordan Brand to find the proper wording and tone that has eluded the NBPA for months. Building on Nike's "Basketball Never Stops" tagline that's dotted t-shirts at exhibition games throughout the summer, Jordan has released a two-minute long commercial that paints the players in a better light than any Billy Hunter interview could.
Starring Miami Heat guard Dwyane Wade, New Orleans Hornets guard Chris Paul and New York Knicks forward Carmelo Anthony, the ad aims to show how devoted the players are to their craft, regardless of the lockout. To prove it, Wade, Anthony and Paul are shown competing in a variety of pick-up games and intramural leagues near their home NBA market. Wade stars in the Miami Kiwanis Club League, the Flamingo Sr. Rec Center League and the Dade County Municipal League; Paul runs game in the NOLA Inter-Parish League and the Bayou Women's League; Anthony holds court in a Williamsburg pick-up game, at Five-Star Basketball Camp and in the Jewish under-40 league. Wade, Paul, and Anthony face off against opponents of both genders and all ages, races and creeds.
As the ad wraps, the All-Star trio comes together for an exhibition game in Beijing, China, with fans giddy in anticipation. Finally, the tagline -- "Love The Game... No Matter What" -- splashes on the screen to conclude the commercial.
In terms of pure public relations value, "Love The Game" wins in a landslide over "Let Us Play." Even the most cynical observer can appreciate demonstrated passion for basketball. The players may never win the sympathy of the general public, but putting aside the financial aspects of the lockout to focus on a universal love for the game, as Jordan has done here, should earn them some renewed respect.
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