Saturday, February 10, 2007

The Air Jordan XX2 - Michael Jordan's latest signiture basketball shoe drops February 17. A commercial for the shoe, which can be seen on jumpman23.com, is set to music, Evanescence's Lacrymosa to be exact. Lacrymosa is the seventh track on the group's chart-topping album, The Open Door. Song lyrics aren't heard, but the music and backup vocals are unmistakable. What a coup for Amy Lee and the band!

The commercial depicts the last possession of a close high school basketball game. One of the players, laced up in white XX2s, drives the lane, jumps and soars like a deity, ascending higher than every player on the court. He dunks the ball, beating the buzzer by tenths for the game winner. The scene deliberately emulates a famous image of Jordan rising over his opponents in a pickup game. The image was part of a past Air Jordan ad campaign.

I laughed at the end because the commercial was so great. WhileI want to see MJ himself in the sneakers, this spot is fairly entertaining, clever and effective. It makes me want the product. Who'd've expected to hear Evanescence in an Air Jordan commercial?