McDonald's Eyes Reprise of 'Nothin' but Net' Spot
Company in talks with Dwyane Wade, LeBron James to star in remake
April 16, 2007
By Kate MacArthur and Rich Thomaselli
McDonald's Corp. is in talks with National Basketball Assn. stars LeBron James and Dwyane Wade to star in a remake of the fast-feeder's classic "Nothin' but Net" spots, Advertising Age has learned.
Should McDonald’s prevail in the months-long negotiations, the Cleveland Cavaliers and Miami Heat stars would pick up where roundball greats Michael Jordan, Larry Bird and Charles Barkley left off in 1994. That "Showdown" series began with a 1993 Super Bowl spot from Leo Burnett USA, Chicago, in which Messrs. Jordan and Bird faced off in a friendly shooting match similar to "horse." The prize: M.J.'s Big Mac and fries.
The two men set up increasingly difficult shots, from draining the net on one knee to shooting through a window, dropping from a skyscraper and going to hilarious extremes. The original spot is on all-time top-10 lists for many critics and observers.
The idea is to "contemporize 'Nothin' but Net' to 2007 and make it relevant for the two best players in the NBA today and fit their personalities and relationship," said Bill Lamar, chief marketing officer for McDonald's USA, noting the effort will be executed across multiple media platforms. "Our goal is to have it ready for the NBA finals." Production has yet to begin. He noted this is not an endorsement deal.
"There's a generation that's never seen that commercial, and it's one of the greatest spots of all time," said Mr. Stoute, who will consult on the project to ensure it stays culturally relevant. "We've gotten to the time where we have two athletes that culturally connect to the audience the way that Michael Jordan and Larry Bird culturally connected to the audience. That's why it makes sense with Dwyane Wade and LeBron James."
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