So the ad went from idea to final version in three days. Pitzel wanted a chance to do something iconic. It merely featured highlights of Jordan dunking, something that Nike had shown countless times in its spots with Jordan over the previous six years. Quaker paid a hefty price to land Michael Jordan - a 10-year, $13.5 million deal and the promise that he would be the beverage's only endorser.ĭays before the first commercial was to debut, advertising exec Bernie Pitzel, who had come in late in the process, got a preview of the spot that was already approved. Executives at Gatorade, then owned by Chicago-based Quaker Oats, were head-over-heels for good reason - they'd just stolen their hometown star from Coca-Cola, fresh off his first championship.
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