second generation advertisement second generation television advertisement introducing air jordan brand basketball shoes depicts signature moves nba career recreated present day young basketball players world included moments nba playoffs iconic slam produced directed advertising agency kennedy casting began november filming took place january debuted television february advertising publications gave favorable reviews second generation win major awards listed 2nd generation tagline let game speak production conceived agency kennedy barnes shopping mall noticed youths wearing air jordan shoes despite jordan having retired look food court knew kids flag creative directors explained thought fact version alive loves basketball moments jordan career game people love man love sport immediately imagine scene taking advantage incredible moments kennedy hired direct art director said choosing gets brings flavor music composed arts casting calls held cities november asked boys ages amazing basketball skills amazing recreate greatest moments basketball court young basketball players auditioned days recalls process absurd casting main challenge finding players match jordan jumping ability toughest shots cast older players casting complicated rules national collegiate athletic association ncaa play college basketball future couldn appear filming took place los_angeles january action set present day world scenes place africa china chicago new_york_city scene seconds long depicting young basketball player famous jordan moment slow motion actors shown footage moves performing performances based memories staff fine tuned scenes accuracy sequence opens young man place music starts simple line played muted synth bass young man tongue signature jordan player drives basket tongue hanging moment game jordan scored switching hands avoid music starts growing complexity adding violins new bass line piano takes camera shows young man young man spreads arms defensive stance jersey colored red yellow black evoke africa asian boy basketball young woman shoots fall away music adds second violin line snare drum young man performs rock cradle slam young man jordan free throw line nba star game slam contest shot original scenery imitated set colors match colors chicago stadium crowd spaced way crowd jordan wear modern clothes set present intent point viewer aware significance shot said built action way created tension spot commercial continues build viewer recognize scene scene scene camera cuts aftermath shot young man jumps air pumps fist young man opposing jersey floor moment nba playoffs jordan hit game winning jump shot guard jordan shot crossover past utah jazz guard end game scenes musically punctuated bass drum roll crash finally young man hitting shot jordan scoring point field goals half game rhythm music beats resumes level camera shows jordan street clothes watching jordan shown seconds smiling said shot wanted sure commercial people understood michael role mentor coach nod approval end way saying camera cuts young player tagline let game speak shown scene fades black logo logo reception received positive reviews advertising publications listed day best spots february shoot named spot week espn wrote deserves considered list jordan commercials creativity called executed boards called rich detail instant second generation win major industry awards effort august pretty starring fare better category february anonymous jordan fan uploaded breakdown youtube showing original footage interview commented video pretty awesome watch
Second Generation (advertisement)