Today was the kind of day most brands would be wise to avoid.
Kobe Bryant's memorial service, broadcast from L.A.'s Staples Center, was one of the most emotionally potent events in recent sporting memory, as legends and mentees alike mourned the loss of the iconic NBA star.
While yes, several brands had posted respectful condolences shortly after Bryant's tragic death alongside his daughter Gianna in a Jan. 26 helicopter crash, there's a difference between making a heartfelt-but-brief statement and creating a longform memorial ad.
But Nike and Wieden + Kennedy Portland were clearly up to the challenge.
"Mamba Forever" is a masterpiece of minimalist, emotionally resonant storytelling that puts its subject, and those who loved him, far above the needs of the brand. But in doing so, it also highlight's Nike's seemingly singular ability to build earnest, emotional connections between athletes and all those who admire their accomplishments on and off the court.
Give the spot a watch, but be ready. If you haven't cried yet today, this might be the thing that does it.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
