Posts Tagged ‘Super Bawl’

Watching For The Commercials In The Super Bawl Of Fantasy

February 3, 2019

Among the tangiest fantasies of the current, sportswear conglomerate-controlled era is the notion that skateboarders — long overlooked for their perseverance, pain threshold, creativity, daring precision — at last are recognized as equals to those jockstrap-equipped stadium-stuffers boasting major leagues, high exalted commissioners, and medical care generally unreliant on Superglue. It’s a charming tale of a ragged band of misfits made good, still rough around the edges but with hearts of gold, earning a seat for themselves at the big kids’ table of professional sport.

Much like the men, women and genderless robots of ‘Battlestar Galactica,’ who work together to overcome years of interstellar warfare to work toward harmonious human-robot relations of the diplomatic and carnal kind, it is a charming dream. But in this, our Year of the Pig, it remains only that. While majority league minimums in baseball, football and hockey variously challenge lower-tier talents to support a family on $535,000, $480,000 and $650,000, respectively, in skateboarding dudes are autofilling ridesharing applications and, if they’re lucky, receiving boxes with a suitable number of non-wack shoes to sell or trade.

Nevertheless! The most enduring and profitable entertainments find new ways of telling stories that already are well-knowed, if not necessarily true. On the eve of the world’s largest sporting event, Nike this week debuted a new video commercial file, portraying Eric Koston as a 40-something Tom Sawyer figure, mischievously creeping into the backyard of close bud Kyrie Irving to skate a coincidentally empty pool with a few of his closet friends from the 400-person Nike SB team. After Kyrie Irving’s high-cost technology system hips him to these skateboarders’ rascally plan, he uses the security-challenged Apple FaceTime technology to engage Eric Koston in lighthearted banter, humorously admonishing him to ‘call first.’

The commercial on its merits is fine, if bland. Its main misstep is propelling an unconvinced audience into a fantasy land where multimillionaire NBA stars and pro skaters are jovial, back-slapping peers — a story, perhaps, that Nike likes to tell itself. But remember, it’s the NBA player’s mansion and pool, not Eric Koston’s.

A better path would be for Nike to recognize and satirize the already lopsided dynamic. Eric Koston, Lance Mountain and Alex Olson slouch in an office doorway facing a mid-level Nike marketing official, who tells them they need to come up with a concept for a Nike skateboarding commercial — “some ramp stuff that’ll play in the Midwest,” he barks before slamming shut the door. Out in the hallway, Kyrie Irving walks by with his entourage, on his phone loudly scheduling pool cleaners for the upcoming weekend when he’ll be out of town. The Nike SB riders look at one another and begin texting their teammates.

Cut to the session at Kyrie Irving’s freshly emptied pool, where Eric Koston peels off a roll of bills (tens and fives, naturally) for a couple of lounging pool cleaners, while Lance Mountain, AO and others film tricks.

Cut to the following Monday, where Eric Koston delivers the edited footage to the grouchy Nike marketing official. They put it on in his office, and Kyrie Irving again passes by with his entourage in the hallway — but this time Kyrie Irving looks in and stops, staring at the screen. Eric Koston slumps down in his chair as Kyrie Irving looks from the screen to Koston, back to the screen. Kyrie Irving gives Koston a quizzical look: “Wait, you work here?” The commercial ends.

Did skateboarder’s hopes for a professional minimum salary level die along with Rob Dyrdek’s dreams for a skaters’ union? Does there exist a ‘rough cut’ of Nike’s commercial in which Kyrie Irving clowns Eric Koston for not having a video game character in the last 10 years’ worth of THPS titles? Is this commercial ripe for parody by the remaining aggressive inline rollerbladers, except where they’re barging Lance Mountain’s backyard pool?