Michael Jordan, a powerful force both on and off the court, was always the single star of his ads, never sharing screen time with anybody else. However, this changed when Jordan’s ex-agent, David Falk, went out of his way to violate a long-standing norm he had established. What was the rule, and why did Falk choose to breach it? The solution is found in a renowned McDonald’s commercial that teamed Jordan with a well-known co-star, resulting in an iconic moment in advertising history.
Falk’s criteria was simple: Michael Jordan was the greatest and didn’t need anyone to compliment him. As he stated, “For the most of Michael’s career, with very few exceptions, we never let him to appear in advertising alongside anyone else. “I’ve always wanted him by himself.” However, this philosophy shifted dramatically in 1993. Falk agreed to have Larry Bird appear beside Jordan in a McDonald’s commercial. But, why did Falk make an exception? Jordan and Bird have very different personalities and competing energies, which he couldn’t ignore.
“He had an excellent friendship with Larry Bird. They were quite competitive. He respected him. I felt that was an excellent concept. So I sort of broke my own rule by permitting someone else to appear in the commercial,” Falk told USA Today. As an agent, David Falk played a critical part in transforming ‘Michael Jordan’ into a standalone brand.
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“The Showdown,” a McDonald’s advertisement starring Michael Jordan and Larry Bird, is one of the franchise’s most famous advertising. The plot revolved around the duo’s friendly competition, with the winner receiving a Big Mac for shooting hoops. “Looser watches the other eat lunch.” While the catchphrase “nothing but net” became the takeaway from the commercial, “The Showdown” was not the only ad in the franchise; there were many others, including Jordan’s classic Anti-Dr*g PSA campaign.
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Falk’s inventive approach began with the groundbreaking Nike partnership that gave rise to the Air Jordan brand, marking the beginning of Jordan’s global influence. However, he did not stop there! He pursued endorsement partnerships with major brands such as Coca-Cola, Gatorade, Hanes, and many more, each of which reinforced Jordan’s image and broadened his reach.
Michael Jordan’s amazing performance McDonald’s Collaborations
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Michael Jordan’s engagements with McDonald’s were not only well-known but also highly profitable. Jordan earned an estimated $800,000 in endorsements from McDonald’s alone. The astonishing number demonstrates the enormous value that marketers saw in associating with Jordan. Jordan had earned about $2 billion in endorsement deals by the end of his career, solidifying his position as a marketing force.
Space Jam and the Looney Tunes: Jordan’s collaboration with Warner Bros. and McDonald’s expanded into animation with Space Jam. Jordan appeared in the advertisement alongside Looney Tunes characters as well as NBA stars Charles Barkley and Larry Bird. This advertisement features enticing visual blending components aimed largely at children, with adults following suit.
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