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ARNELL
REPRISES "ROCKY" SCENE FOR REEBOK
AdWeek.com
October
24, 2004
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Philadelphia
76er Allen Iverson pulls a Rocky in a new
television spot from the Arnell Group introducing the
NBA player's Reebok Answer 7 basketball shoe and
breaking on Tuesday.
Directed by Paul Hunter of HSI in Los Angeles, the
60-second commercial by the New York shop shows Iverson
awaking from a dream in which New York has just beaten
Philadelphia in a basketball game. It's only 5 a.m., but
Iverson pulls on his sweats and Answer 7 shoes and
dribbles a basketball through the city as kids cheer and
cars honk. Iverson then dribbles up the stairs of the
Philadelphia Museum of Art, much like the signature
scene in Rocky in which Sylvester Stallone's
character mounts the steps. At the top, Iverson sees the
Reebok vector logo appear in the sky. Onscreen copy
reads, "The new answer."
The ad, along with a 30-second version, breaks on
Tuesday on TNT during the season-opening game between
San Antonio and Phoenix. It will also run on cable and
broadcast stations including ESPN, MTV, UPN and Comedy
Central, among others.
Reebok, based in Canton, Mass., spent about $50 million
on advertising in 2002, according to Nielsen
Monitor-Plus.
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