In 1976, Tommy Heinsohn did a classic Miller Lite commercial with retired NBA referee Mendy Rudolph. Imagine buying a pair of low-top Jordache shoes - that’s Jordache, not Jordan - to play basketball in? Yes, in 1980, Earl Monroe was trying to hawk them on TV. But really, the true way is: Do you remember it? And how does it make you feel?įor instance, two decades after it aired, whenever I see Grant Hill, I think to myself, “Grant Hill drinks Sprite.” It’s because of this commercial, one in a long history of athletes drinking carbonated sugar water before or after playing sports.īefore the commercialization revolution of the 1980s and ’90s, before every soft drink, fast-food restaurant and shoe company was employing athletes, before Jim Riswold, Spike Lee, Wieden + Kennedy and Nike turned Michael Jordan into a marketing dream, NBA commercials were mostly tame fare. There are many ways to judge the best: on the art, the music, the theme, the humor.
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