JORDAN BRAND AND LUKA DONCIC - NEW BEGINNINGS
THE AD:
An unexpected, mind-blowing trade turned into the perfect opportunity for Jordan Brand to make a statement before the Lakers faced the Mavericks for the first time since the blockbuster deal that sent Luka Dončić to Los Angeles. The ad captures a Texas license plate being swapped for a California one before driving off, leaving us with the bold statement: "Full Tank. No Mercy." In addition, Luka Dončić and Jordan Brand bought out an entire parking lot to provide Lakers fans with free parking.
WHY IT WORKS:
Timing is everything. This ad strategically dropped right before the highly anticipated Lakers vs. Mavericks game, maximizing visibility and cultural impact.
Luka’s rising stardom. As one of the most exciting young players in the league, Dončić’s endorsement strengthens Jordan’s influence in the next generation of basketball.
The perfect analogy. All My Ex’s Live in Texas fits so well because it’s like Luka had a dramatic "breakup" with the Mavericks, and now he’s moving on, just like in the song. The trade isn’t just a shift in teams, but it’s a whole narrative moment, and Jordan Brand capitalized on it brilliantly.
TAKEAWAYS:
Capitalize on cultural moments: Leveraging unexpected events, like trades, can turn into a major brand-building opportunity.
Align stars with brand storytelling: Luka represents the next chapter for Jordan, making him the perfect fit for this ad.
Create hype through anticipation: Dropping the ad before a major matchup added excitement, keeping fans engaged beyond the game itself.
