To demonstrate the quickness of Chris Paul, the media and creative strategy centred on 5 second ads. The media buy placed three ads to run non- consecutive in single pods. These ads were literally too quick to be caught and competing commercials were surrounded in a fury of quickness.Spots ran around NBA programming such as the Christmas game, as well as games on ESPN, TNT, and Fox Sports Network.The OOH campaign leveraged the essence of speed in the top 10 DMA's and on taxi tops, wild postings, and subway station dominations at 125th Street and West 4th Street. The imagery included a blur effect that aligned with the moving taxis and the sequential messaging in the domination and wild postings.We complemented this program digitally with 5 pre roll ads and blurred image banner ads on NBA.com, Yahoo, SI.com, Complex, MaxPreps and mobile ads targeted to iPhones and iPads.

Hundreds of positive blogs posts and tweets surfaced during the campaignThe New York Times’ “Off the Dribble” blog commented on the campaign’s effectiveness:Take it From Jordan: Quick Works in Ads Too.“Somewhere along the way, Adidas lost track of what it was trying to market… For contrast, take a look at Jordan Brand’s…Chris Paul product. Rather than tacking on a celebrity and a pool of caviar for a few flat gags, these Paul-centric morsels provide a six-second lesson in effective marketing…. in just six seconds of footage from a pick-up game… Nike’s Jordan Brand have created something memorable”