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"Second Generation" is a 2006 television advertisement introducing Nike's Air Jordan XXI brand of basketball shoes. The ad depicts signature moves from Michael Jordan's NBA career, recreated in the present day by twelve young basketball players around the world. Included are moments from the 1989, 1991, 1992, and 1998 NBA playoffs and the iconic 1992 slam dunk. The ad was produced by Smuggler and directed by Brian Beletic for the advertising agency Wieden+Kennedy. Casting began in November 2005, filming took place in January 2006, and the ad debuted on television that February. Advertising publications gave favorable reviews to "Second Generation", although it did not win major awards. The ad is also listed as "2nd Generation"; its tagline is "Let your game speak". ==Production== The ad was conceived by the agency Wieden+Kennedy. Copywriters Derek Barnes and Paul Renner were in a shopping mall when they noticed many of the youths around them wearing Air Jordan shoes, despite Jordan having retired in 2003: "Just one look around the food court, you knew kids still waved his flag." The creative directors were Kevin Proudfoot and Todd Waterbury.〔 Waterbury explained, "We thought of the fact that a version of him is alive in everyone that loves basketball. And there are moments in Jordan's career where you just say the move, or the game, and people who love the man, and love the sport, immediately can imagine that scene. Here, we were just taking advantage of those incredible moments."〔 Wieden+Kennedy hired Brian Beletic to direct the ad. W+K art director Jesse Coulter said of choosing Beletic, "He gets it. He brings the flavor."〔 The music was composed by Jonathan Elias and David Wittman of Elias Arts.〔 Casting calls were held in three U.S. cities. A November 2005 ad put out by Ulysses Terrero and T&T Casting asked for "() All ethnicities, ages 13-21, with amazing basketball skills - amazing enough to recreate some of Michael Jordan's greatest moments on the basketball court." Some 350 young basketball players auditioned over eight days; Beletic recalls the process as "an absurd amount of casting".〔 The main challenge was in finding players who could match Jordan's jumping ability; the toughest shots were cast for older players.〔 Casting was also complicated by the amateurism rules of the National Collegiate Athletic Association (NCAA): anyone who might play college basketball in the future couldn't appear in the ad. Filming took place in Los Angeles in January 2006.〔〔 The action is set in the present day, across the world; various scenes take place in Africa, China, Chicago, and New York City.〔 Each scene is a few seconds long, depicting a young basketball player recreating a famous Jordan moment in slow motion. The actors were not shown footage of the moves they were performing; rather, their performances were based on their own memories. The staff then "fine-tuned" the scenes for accuracy.〔 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Second Generation (advertisement)」の詳細全文を読む スポンサード リンク
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