72andSunny Answers the Question “Who is Monta Ellis?” in Ad Campaign for AND 1
has kicked off a new ad campaign for basketball apparel company AND 1. The 13
ads star up-and-coming Monta Ellis, point guard and shooting guard for
Oakland’s Golden State
Warriors. The spots feature the down-to-earth NBA player in his hometown
MS during the annual Ellis family reunion.
The campaign which also includes the Monta AND 1 website and associated
retail materials, all designed by 72andSunny debuted online at
http://www.and1.com/monta on October 8, and will run nationally on ESPN 2 on
AND 1 is known for supporting streetball players with its annual Mixtape Tour,
and for its AND 1 basketball team of streetwise stars, of which Ellis joined
last year. This season, Ellis will be wearing customized versions of the
“Wonder” and “Unmistakable Mids” shoes on the court.
Said Steve Wright, AND 1 Sports Marketing Manager, “We’re very proud
to have Monta representing AND 1. His fast, aggressive game, strong
family values and charismatic personality make him the perfect fit for AND 1.
These spots give an authentic, honest look at what makes Monta one of the
most unique future stars in the NBA.”
Awarded the NBA’s Most Improved Player Award in 2007, Ellis joined the Golden
State Warriors in 2005. In addition to being recognized by Parade Magazine
as High School Player of the Year 2005, he was the last player to be drafted
into the NBA out of high school. Ellis’ raw talent and unpretentious
attitude is captured in the new documentary-style ads, which
feature interviews with Ellis’ tight-knit inner circle, including family members,
friends and basketball coaches from middle school and high school.
“My family and I are very close. Every summer, over 300 of us get
together for our reunion,” said Monta Ellis, NBA player for the Golden
State Warriors. “This year, AND 1 came down to film it. I wasn’t
sure how the commercials were going to turn out since we were just being
ourselves, but they turned out great. I’m excited that AND 1 is telling
my story to the
72andSunny and Greenpoint Productions director Michael Kuhn spent one day getting
to know the Ellis family and three full days shooting. With cameras
continually rolling, the ads reveal a star athlete who doesn’t play into
stereotypes. In one spot, Ellis humbly shows off trophies for other school
sports in which he excelled, including soccer and, unexpectedly, tennis.
Another has friends and family reliving Ellis’ legendary 72-point game in
high school, while in another, Ellis confidently claims he is the “fastest
dude in the NBA” as his cousins nod in agreement. Other ads paint an
intimate picture of the athlete and his relatives, such as Aunt Stacy, who
cooks Ellis’ favorite dishes‹macaroni and cheese and Chicken Tetrazzini‹and
laughs as Ellis dances with cousins on the lawn.
Said Glenn Cole, Co-Founder/Creative Director, 72andSunny, “AND 1 is a brand
from the streets, and AND 1 athletes tend to stay connected to those roots even
when they achieve fame or when they are on the brink of a breakout year.
Having access to Monta’s inner circle for so long and in such an intimate
way was an obvious opportunity to connect those dots. Plus, in this era of
polished superstars with carefully manicured images, there’s something magnetic
about a brand and a player who are not only unafraid to let you look behind the
curtain but enthusiastic about it. So there’s another answer to ‘Who is Monta