Second Generation (advertisement)

Second Generation
The free throw line dunk at 0:35
AgencyWieden+Kennedy[1]
ClientNike, Inc.
LanguageEnglish
Running time60 seconds[2]
Product
Release date(s)February 2006[3]
Slogan
  • Let your game speak
Directed byBrian Beletic[1]
Music byJonathan Elias, David Wittman[1]
Starring
Production
company		Smuggler[1]
CountryUnited States

"Second Generation" is a 2006 television advertisement introducing Nike's Air Jordan XXI brand of basketball shoes.[3] The ad depicts signature moves from Michael Jordan's NBA career, recreated in the present day by twelve young basketball players around the world. Included are moments from the 1989, 1991, 1992, and 1998 NBA playoffs and the iconic 1988 slam dunk.

The ad was produced by Smuggler and directed by Brian Beletic for the advertising agency Wieden+Kennedy. Casting began in November 2005, filming took place in January 2006, and the ad debuted on television that February. Advertising publications gave favorable reviews to "Second Generation", although it did not win major awards.

The ad is also listed as "2nd Generation"; its tagline is "Let your game speak".

  1. ^ a b c d Cite error: The named reference SHOOT was invoked but never defined (see the help page).
  2. ^ Second Generation on Vimeo
  3. ^ a b Nike, Inc. (February 15, 2006), Long-Anticipated Air Jordan XXI Release Takes Jordan Into The Next Generation Of Athletic Luxury Design And Technology, retrieved November 5, 2011