Star System

We've talked already a lot about Ronaldinho, trying his new shoes and playing with the goal bar. We've mentioned everywhere Kobe Bryant jumping over the car. Ali was pushing the limits with his mates and his daughter. Again, Ben Arfa was becoming a specialist of the petanque (French balls) for Nike as well or Zidane tricking a little boy thanks to his new fantastic glasses. And we've seen many times Bruce Lee training with his nunchaku.
But what I like, even if the creative leverage is the same, is the fact that these Bruce Lee pieces are quite innocent and naive. They don't want to sell so much the product, in this case, a Nokia phone. They just celebrate the man, the hero, the icon and get a link to a limited edition. That approach refreshes an old idea, gives it a sense of excitement, gets away for the product features or advantages. Probably, that's why that Chinese ad seduced the Cannes Lions Jury 2009.