Nike picks up-and-coming star to inspire China players

Seventeen-year-old Yi Jianlian, who plays for the Guangdong Hongyuan club, was tapped to star in Nike's 'Possibility' TVC as he embodies aspiration, according to J. Walter Thompson, which created the 60-second TV campaign.

According to JWT's Northeast Asia area director Tom Doctoroff, Yi is an icon to a new generation of basketball players. He boasts a spontaneous playing style, in contrast to the disciplined approach that most Chinese players continue to adopt. Luis Da Rosa, JWT Shanghai account manager, however noted that younger players were starting to become more spontaneous in their game.

As a result, the TVC mixed songs and lyrics of Chairman Mao's Cultural Revolution with a hip-hop beat. Revolutionary lyrics such as 'The world is yours as well as ours, but it is yours ultimately' give way to fast-paced hip-hop and rap rhythm once Yi blocks an attempt at scoring by the other side. The TVC makes a complete turnaround when the initially dominant team of conservative players are overpowered by the high energy and creative playing style of Yi's team. Through the creative in the storyboard and background music, the expectations of the future of Chinese basketball are revealed.

"This commercial is to encourage playing among the young Chinese basketball players that is passionate and with no rules," said Da Rosa.

Nike needs a strongly creative campaign to dampen the celebrity punch from Reebok's alliance with China's best-known basketball export,Yao Ming, who plays for the Houston Rockets. The campaign, which is airing in Beijing, Guangzhou, Shanghai, Chengdu, Hunan, Shenzhen and a handful of other cities, has a three-week run. Accompanying promotional activity will be undertaken on the same platform of encouraging younger players to become more spontaneous in their style.