For those who haven't seen it, the spot begins with Bernie Mac standing in the pulpit with a basketball goal suspended over his head. A choir is behind him and a congregation that consists of other NBA legends, including Dr. J and Moses Malone and Jerry West, is seated in front of him on the court.
As some upbeat music grabs your ears, Bernie Mac, wearing a red-and-black Nike sweat suit, starts preaching: "Let us read from the playbook. The King James playbook. And basketball's Chosen One asked the Soul of the Game for court vision, and it was granted to him. Can I get a layup?"
"Layup," the congregation shouts, in tones reminiscent of "Amen."
"The Chosen One didn't ask for hops," the preacher shouts, as someone yells, "Coach, Reverend Rock."
"He didn't ask for handles" (at least I think "handles" is what the preacher is saying).
"Why did the Chosen One ask for court vision? I'm gonna tell you why ... He wanted glory for the team! Ohhhh, I feel the Soul of the Game coming over me!"
And then LeBron James, the young man who bolted from an Ohio high school to the NBA this season, bursts through the church's doors with a basketball in hand. And he starts flying all over the gym, dribbling the basketball and passing it to congregants who suddenly come to life like they've just been baptized.
It's quite a spectacle.
| Continue "Nike's 'black church' pitch: I'm not laughing anymore," Dallas Morning News columnist James Ragland's take on that shoe commercial-gone-to-Sunday-meeting
posted in articles on January 27, 2004 3:32 AM | t (0)
« Previous phile: African-American couples are more likely to meet this description than white couples.
» Next phile: To box myself into a commonly known term.
Return to top of page