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sábado, 20 de marzo de 2010

Jordan vs Jordan

Gatorade es, sin lugar a dudas, la bebida por excelencia en el baloncesto estadounidense. El producto de la multinacional PepsiCo lleva unida a la NBA desde el año 1984. Además, está presente en las principales competiciones deportivas de Estados Unidos como la WNBA (baloncesto femenino), NFL (fútbol americano), MLB (beisbol) o la NHL (hockey sobre hielo) entre otras.
Desde su creación en 1965 su popularidad ha ido en ascenso y es uno de las bebidas sin gas estrella entre los deportistas.
Como todas las grandes marcas, sus agresivas campañas de marketing constituyen uno de sus sellos de identidad. En su caso, Gatorade, decidió contar como hombre-anuncio con Michael Jordan. El que fuera elegido mejor jugador de todos los tiempos, realizó unos veinte anuncios para la firma. Históricos son los momentos en el que el 23 bebía agua en los tiempos muertos en un vasito con el logotipo de la marca, mientras masticaba chicle y recibía las instrucciones de Phil Jackson.
Sobre todos aquellos anuncios me llamó la atención uno que vi hace algunos años.
En él, aparece Jordan en su última etapa como profesional con los Washington Wizards (temporada 02/03) disputando un 1x1 contra él mismo en sus primeros años en los Bulls. En su última temporada en activo, Jordan tenía 40 años mientras que cuando fue elegido en la primera ronda del draft de 1984 en el puesto número 3 (superado por Hakeem Olajuwon y Sam Bowie) contaba con 21.
El final del anuncio no lo desvelo, prefiero que lo veáis. Pasado y presente de 'El elegido'.

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