“Yo! Hold up! Time out!”

1653 Words7 Pages
In the midst of a time period of racial conflict, Nike releases an ad with whites and blacks bashing each other due to the stereotypes created by each race. My initial reaction to the ad was “Alright, this is Spike Lee here,”I didn’t expect a nice ad since he wasn’t his usual “Mars Blackmon” character from the Jordan commercials, the playful sneaker lover from Spike Lee’s own film She’s Gotta Have It. The rant said by both races reminded me of the scene from Spike Lee’s film Do The Right Thing, in a scene where the characters are receding racial stereotypes about each race in America. The Nike ad, based in a basketball court was set for the correct time period, especially the year of 1992, because of the events that occurred at the time. Spike Lee, an unlikely source of reason due to his own involvement in racial mishaps and open racism. However, his message of unity was what was needed at the time, and Nike effectively utilized his fame and his opinion on all things dealing with race. Nike is selling racial tolerance in the ad, “Play Together”, in the attempt to diffuse a rant about racial stereotypes in this Nike advertisement. Although no names were said in the ad specifically, the NBA at the time, and fans alike were making some of the players celebrities of the time. NBA players would begin to overexert themselves to increase their popularity, and push themselves to the limit of their abilities to make themselves the legends and great athletes of the time. Although, what some people may see their hard work as “Showboating” as said in the ad, African American basketball players have set high records in basketball. Shown on ESPN in classic games and recorded in top NBA records, African American players set the highest records... ... middle of paper ... ... Work Cited "Impact of Urban Culture on Sports Brands « Richard Clark's Marketing Blog." Richard Clark's Marketing Blog. Web. 31 Oct. 2011. . "Dream Team Takes World by Storm in 1992 | NBA.com." Www.nba.com. 25 Aug. 2011. Web. 05 Nov. 2011. . "History of The Game Of Basketball Including The NBA and the NCAA." Where People, History and Memories Join Together from The People History Site. Web. 05 Nov. 2011. . Spencer, Adam. "Top 25 Greatest NBA Records - NBA - Yahoo! Sports." Yahoo! Sports - Sports News, Scores, Rumors, Fantasy Games, and More. 3 Jan. 2011. Web. 05 Nov. 2011. .

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