Okay, so Shaq didn’t quite set the bar for athletes and their ability to act and perform beyond the NBA. Michael Jordan truly set the stage with Space Jam, a movie that most actors would have a hard time with as it blurred the line between animation and real-life. LeBron made his declaration into the NFL last week with his Nike promotion that every Browns fan wished were true (Who wouldn’t want a shot blocker behind the line of scrimmage?) Once again, Nike has continued to create unique and creative advertisements for their latest lines, now involving MVP candidate Kobe Bryant of the Los Angeles Lakers.

Kobe Bryant’s release of the Nike Zoom Kobe IV comes with the launch of Los Angeles based “Ankle Insurance Co.”, in which Bryant serves as President and CEO and CFO and CMO and owner. Somehow Kobe manages to mock insurance commercials to present the unwelcoming cause of broken ankles across the world, all while maintaining a straight face and serious tone. Kobe seriously states, “Don’t take it from me. Take it from the thousands who have been personally afflicted by this terrible affliction.” Viewers hear testimonies from the unfortunate, including a high school basketball team manager and the boy in the bubble  An obsessively large “BROKEN ANKLES“ text comes over each testimony, accommodated with a very exaggerated commentator stating the obvious.  Kobe enters the testing facility and we watch as he causes an explosion within the ankles of the mannequin. The situation serves to be about as realistic as LeBron James staying in Cleveland if he doesn’t win a championship this year. 

The Ankle Insurance Co. website also features an opportunity to report a recent ankle breaking incident to remind that opponent of last night’s shake up, with questions like “Did the witnesses laugh?” and “Victims Reaction to the Break?” After a claim is filled out, users are able to send an analysis of the ankle breaking to the victim and anyone who may have watched. They will receive an email from Kobe Bryant with a personal informational video on ankle breaking, and the recent encounter they had with the injury.

Once again, wonderful innovation and creativity within an advertisement. This is the NOW of advertising. A linear connection between YouTube, viral marketing, and a website that has users wondering what this ankle breaking insurance is all about. Some question, is the product selling or is it just entertainment? Will basketball players really buy the shoe so that they don’t need to buy ankle insurance? Of course not, it’s actually a low-cut shoe, but I bet any player who has recently sprained their ankle in a practice or game will at least consider the new shoe due to the relation. And those who are often convicted of ankle breaking are going to check out what the shoes all about to boost both ego and pride.

Nike is pursuing a specific market, perhaps even a market niche. Everyone loves to see a player fall to the ground after a breathtaking crossover. And those that haven’t broken an ankle will find themselves amused and entertained, perhaps by the fact that Kobe presents his insurance company while mounted on a horse. Street players and professionals alike, any fan of basketball is sure to find some amusement in the Ankle Insurance Co. So while we sit and wonder who was the mastermind of this campaign, and Adidas slumps down in their chairs, today’s media will continue to be impressed by Nike in their not-so-traditional approach. All consideration to Nike aside, Kobe Bryant has represented the athletic industry well and has proven that there is hope for athletes beyond the court and in front of the camera. Today’s young people have been given a hope that we did not find in Shaquille O’Neal. Thank you Kobe.