Game Recognize Game

Reebok2013

Looking to regain its prominence in the basketball shoe market after more than a decade of declining market share, Reebok recently released its new “Game Recognize Game” commercial starring Jason Terry, Isaiah Thomas and Nerlens Noel. The following is a series of emails between Reebok marketing executive Chris Bruyere and Dave Arnold of the advertising agency Pereira & O’Dell detailing how the commercial arrived in the shape we see today.

 

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TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   July 1, 2013 10:32 AM

SUBJECT:    “Game Recognize Game” commercial update

 

Chris,

 

Hope all is well. Over here at Pereira & O’Dell, we’re excited to get going on your “Game Recognize Game” commercial.

Before we get going, we just want to make sure we get final signoff on our concept. As you’ll remember from when we last talked, the idea is that we find some NBA megastars to be the face of the campaign, put them on a playground court with local ballers, film a pickup game in front of neighborhood hoops fans, and present the highlights over a hot hip hop track.

If you are still ok with this approach, we will get going on the heavy lifting.

 

Best,

Dave A.

 

 ____________________

 

TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   July 9, 2013 3:14 PM

SUBJECT:    RE: “Game Recognize Game” commercial update

 

Chris,

 

Hope all is well. Thanks for providing your initial list of players to target to appear in the “Game Recognize Game” commercial.

We dug into the list and, unfortunately, ran into some roadblocks: LeBron & Durant are both locked into their Nike deals, Carmelo & Chris Paul want to stick with Jordan brand, and Derrick Rose said, “What is Reebok?”

We may need to expand our options. If you don’t mind sending us a second set of names, we’d appreciate it.

 

Regards,

Dave A.

 

 ____________________

 

TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   July 30, 2013 11:18 AM

SUBJECT:    RE: “Game Recognize Game” commercial update

 

Chris,

 

Hope all is well. Sorry for the production delay on the “Game Recognize Game” commercial – it’s taken longer to sign endorsers than we expected.

We spoke to the Pistons front court, the Wizards backcourt, and the Warriors wings and still no bites. We’re all disappointed, but no need to worry: It’s not like we’ll end up stuck with a 5’8” small-market backup point guard, a 36 year old 8th man, a rookie who hasn’t played basketball for 10 months and is currently recovering from ACL surgery, or anything disastrous like that.

 

All the best,

Dave A.

 

  ____________________

 

TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   August 9, 2013 1:06 PM

SUBJECT:    RE: “Game Recognize Game” commercial update

 

Chris,

 

Hope all is well. I wish I could be writing you with better news; unfortunately, still no luck landing the faces of our “Game Recognize Game” campaign.

We spoke with Brandon Bass, Kyle Korver, Amir Johnson, Johan Petro, Ronny Turiaf, Bismack Biyombo, Ronnie Brewer, Glen Davis, Ronnie Price, Donald Sloan, Jeff Prendergraf, Kyle Singler, John Jenkins, Cory Joesph, Khris Middleton, Amir Johnson again E’Twaun Moore, Wesley Johnson, Perry Jones, Daequan Cook, Chris Copeland, Nolan Smith, Rodney Stuckey, Jeremy Lamb, JJ Berea, PJ Tucker, Hakim Warrick, Orlando Johnson, Jeremy Pargo, Kevin Seraphin, Dexter Pittman, the Zeller brothers, the Morris twins, the Plumlee trio, and Amir Johnson a third time, and still mostly just hang ups and laughs.

Still not a disaster, but I’ll keep you updated on the situation.

 

Regards,

Dave A.

 

 ____________________

TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   August 29, 2013 8:45 AM

SUBJECT:    RE: “Game Recognize Game” commercial update

 

Chris,

 

As you know, we have wisely expanded our search.

This week, we spoke with a variety of non-traditional candidates about becoming the face of our “Game Recognize Game” campaign. This list we contacted included Wizards owner Ted Leonis, TNT broadcaster Ernie Johnson, Deputy Commissioner Adam Silver, the kid who scored 109 points for Grinnell College last year, Celtic Pride star Daniel Stern, Celtic Pride star Damon Wayans, Celtic Pride writer Judd Apatow, and 150 others. Unfortunately, still no luck.

Also, as it turns out, the rights to use a Kanye song exceeds our budget by roughly 14,000%. The agency did however pass along the name Travi$ Scott. They said he is a “rising rap star” and is someone who is willing to record an original track for less than our $100 budget. Please advise on a path forward.

 

Best,

Drew A.

 ____________________

 

TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   September 15, 2013 2:01 PM

SUBJECT:    RE: “Game Recognize Game” commercial update

 

Chris,

 

Hope all is well. It looks like we are going to have to go with Isaiah Thomas, Jason Terry and Nerlens Noel after all. If we don’t film footage this week, we won’t have a commercial by the start of the season.

Also, we need to re-record Travi$ Scott’s track as, no matter how much we edited it, you can still hear him giggle whenever he has to say “balls.” I’m so sorry.

Not ideal, but we’re carrying forward.

 

Thanks,

Drew A.

 

 ____________________

TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   October 10, 2013 1:15 PM

SUBJECT:    RE: “Game Recognize Game” commercial update

 

 

Chris,

 

Hope all is well. We tested the commercial featuring Jason Terry, Isaiah Thomas, and Nerlens Noel with a focus group and I have attached a summary of the results. As you’ll see, the most commonly uttered phrase among participants was “who’s that?”

On the surface, naturally, I could see why you might see that as a negative, but, oh who the hell am I kidding, this is a total f’ing disaster.

 

Eternal apologies,

Dave A.

 ____________________

 

TO:              CBruyere@reebok.com

FROM:         DArnold@pereiraodell.com

DATE:                   October 22, 2013 7:45 AM

SUBJECT:    RE: “Game Recognize Game” commercial update

 

Chris,

 

Hope all is well. I wanted to let you know that I resigned from Pereira & O’Dell this morning. Producing a basketball shoe commercial starring Isaiah Thomas, Jason Terry and Nerlens Noel has reminded me that my true talent resides in not this.

My duties will be handed off to someone else who will be equally unable to make Reebok relevant again. More details to come.

 

Onwards and upwards,

Dave A.

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