RE2PECT

Jordan Brand · Wieden+Kennedy, New York

Directed by Matt Aselton

Insight

Like Michael Jordan, Derek Jeter is one of those rare athletes whose greatness transcends traditional rivalry-driven sports hate.

Idea

Bring the world together over the respect and admiration for Jeter by showing adoring and opposing fans all tipping their caps for Jeter.

Execution

A film that showed fans of every stripe—including celebrities Jay-Z, Spike Lee, and Billy Crystal, baseball players Mariano Rivera and Andy Pettitte and other sports figures including Michael Jordan, Phil Jackson, skateboarder Eric Koston and Jeanie Buss—paying their respects to #2. No matter what hat they wore, they tipped it to The Captain.

Notes

Nice simple insight that blends well with the cultural insight of tipping the hat. Really elegant piece.