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21 June 2019

Sneaker little devil.

by Andrew MacGregor


Foot Locker: “The Letter” - 60s

A teenager preys on the generosity of the rich and famous in this mischievous Foot Locker commercial, which stars basketball player PJ Tucker, singer Pia Mia, and child actor JD McCrary. While the trio may not be household name on these shores, they're ideal fodder for a cunning opportunist.

It all starts innocently enough, with Tucker, Mia, and McCrary each reading out a fan letter from their "biggest fan". All Nick wants is the chance to meet his idol and ease the pain of his broken leg - failing that, a pair of Nike Air Maxes will suffice.

Kind-hearted celebrities that they are, the trio - with Tucker's barber offering counsel - send the lad his sneakers with their own heartfelt replies. Unbeknownst to them, Nick has a lot of famous penpals.

While a sneaker-obsessed shyster may not be the most sympathetic, director Malik Vitthall keeps tongue squarely in cheek as he distills the brand's hype for overpriced shoes.


Creative Agency: BBDO New York Ⓟ Ⓦ
Group CCO: David Lubars
CCO: Greg Hahn
ECD: Marcos Kotlhar / Danilo Boer
Creative Director: Ray Smiling
Creative: James Henderson
Agency Exec Producer: Melissa Tifrere
Film Production: The Corner Shop Ⓟ
Director: Malik Vitthal Ⓦ
Producer: Jay Shapiro
Executive Producer: Anna Hashmi
Cinematographer: Isiah Donté Lee
Editor: Ben Jordan Ⓦ @ Work Ⓟ Ⓦ

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