Jordan Brand rend hommage à Derek Jeter

Respect. Telle est peut-être la valeur qui incarne le mieux Derek Jeter des New York Yankees. Derek Jeter a toujours respecté le jeu, ses coéquipiers à travers les années mais aussi et surtout ses adversaires. C’est ce respect que Jordan Brand et son agence Wieden+Kennedy ont souhaité mettre en avant dans la dernière publicité de la marque.

Alors que l’arrière court des New York Yankees s’apprête à tirer sa révérence après 20 ans de carrière, 5 titres dans les World Series, Jordan Brand a souhaité rendre hommage à sa manière à Derek Jeter à travers un spot de 90 secondes qui sera diffusé sur la FOX mardi soir durant le MLB All-Star Game.

Dans cette publicité, toutes les stars et figures emblématiques du baseball, de Jordan Brand et de New York rendent hommage en reprenant l’un des « tics » du joueur des New York Yankees. La publicité ouvre sur Jeter qui arrive dans sa « Batter’s Box » avec ses derniers crampons Jordan aux pieds, salué par le pitcher des Red Sox, Jon Lester. Cette marque de respect entraine une vague de salutations de la part du stade mais aussi ceux qui regardent les matchs de Jeter : Rudy Giuliani, maire de New-York, Spike Lee saluent Jeter dans le stade. A travers les Etats-Unis, Tiger Woods, Carmelo Anthony, Jay Z, Billy Crystal ou encore Maya Moore (WNBA) saluent à leur tour la légende Jeter. Ces anciens coéquipiers, Mariano Rivera, Jorge Posada, Andy Pettitte and Tino Martinez, mais aussi LE couple de la NBA, Phil Jackson (patron des New York Knicks) et Jeanie Buss (présidente des LA Lakers) tirent leur hommage à Jeter, pour terminer par His Airness, Michael Jordan, himself.

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Une version plus courte de 60 secondes verra aussi le jour et sera diffuse sur ESPN et sur YES, le réseau TV des New York Yankees.

Bravo à Jordan Brand et son agence créative Wieden+Kennedy pour ce spot émouvant, tiré directement d’une des habitudes de Jeter sur le terrain. Ce spot devrait être par ailleurs le début d’une campagne de remerciements de Jordan Brand pour Jeter.

Depuis le lancement du film, les hommages pleuvent sur Twitter, avec notamment les Los Angeles Dodgers, Randall Cobb (Wide Receiver des Green Bay Packers), Eric Koston, Kobe Bryant, Justin Timberlake, Macklemore, etc, etc.

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