Converse has launched its new Fall 2010 brand campaign “The Procession” featuring product with the iconic Converse “Star Chevron” logo including the new Star Player Evo shoe.
The ad was directed by Antoine Fuqua, known for big movies like Training Day, Tears of the Sun, King Arthur, Shooter and Brooklyn’s Finest. The film’s campaign invites consumers to make part of the “The Procession,” a movement alongside legends Basketball Julius “Dr. J “Erving, Miami Heat basketball player Carlos Arroyo; musicians Doug E Fresh and Jim Jones; legendary ball-handler God Shammgod and Harlem streetball player Adrian “A-Butta” Walton; Converse skaters Kenny Anderson, Sammy Baca, Rune Glifberg and Eli Reed and among others. The music in the commercial is the song “Hello Operator” from alternative rock band, The White Stripes.
In this mix of past and present, the brand celebrates the different cultures and connects authentically with the worlds of sport, music and anything that involves the culture street, knocking down any barriers between these worlds, while promoting new versions of his classic Star Chevron, along with the recent Star Player Evo.
A true legend of basketball and one of culture, Dr J. and Doug E Fresh represent Converse’s heritage and the brand’s deep connection to sport, music and culture. Simultaneously, Carlos Arroyo, Jim Jones, the Converse skate team, and the others all forge the strong connection of how Converse connects today and for the future.
Watch the beautiful commercial of the campaign below.
In addition to the ad, each of the stars are featured in a series of online vignettes taken from outtakes that illuminate their mutual admiration for each other and that blur the lines of sport, music and lifestyle. Watch that short movies below.
Dr. J is the blueprint
Kenny Anderson teaching Julius “Dr. J “Erving a kickflip.
God Shammgod showing Sammy Baca how to do the “Shammgod”, his signature crossover move.
Also “The Procession” campaign extends through the website of Converse and there two additional videos with Behind The Scenes look to the “The Procession” commercial.
Director Antoine Fuqua talks in more detail about the concept, the location, the talent, and the spirit of the Join The Procession commercial.
Director Antoine Fuqua talks about the concept behind the commercial, while participants like Jim Jones, Carlos Arroyo, Doug E Fresh, and Luam Keflezgy talk about the passion around the culture.
Advertising agency: Anomaly
Executive Creative Director/Partner: Mike Byrne
Creative Director: Ian Toombs
Head of Production: Andrew Loevenguth
Account Person: Stanley Lumax
Production Company: Anonymous Content
Director: Antoine Fuqua
Director of Photography: Harris Savides
Executive Producer: Dave Morrison
Producer: John Bennet
Editor: Lucas Eskin
Executive Producer: Elizabeth Krajewski
Producer: Elizabeth Krajewski
Editorial Assistant: Jai Shukla
Post: Company 3
Telecine: Tim Masick
Flame Artist: Tom McCollough
Executive Producer: Angela Lupo
Mix: Audio Engine
Mixer: Tommy Goldblatt
Music: “Hello Operator” by The White Stripes
Music Clearance: Sara Matarazzo