Hasta La Creative!

Foot Locker is happy it can finally celebrate the upcoming Floyd Mayweather vs. Manny Pacquiao fight—for real.

Last fall, the shoe store released a commercial in which Pacquiao thought Mayweather had agreed to face him in the ring (when in reality, two guys he overheard at a gym were actually talking about a different wildly anticipated event … a sale at the retailer).

But now, with details of the May 2 match finalized—both fighters were committed as of February after years of failed negotiations, though an 11th hour impasse between promoters wasn’t resolved until Wednesday—Foot Locker is patting itself on the back for the old spot by running a new one, in which Pacquaio revisits the ups and downs of his false hope.

The boxer gets credit for self-deprecating charm, even if the whole thing is like the Russian nesting dolls version of a Foot Locker commercial. And while he may be confused in the end, rest assured that—as a manager type explains—the fight is, in fact, really happening.

That, even if the $90 pay per view price ($100 to watch the pros beat the crap out of each other in high definition) costs about the same as a pair of sneakers.

Check out the 2014 spot here:

CREDITS
Client: Foot Locker

Agency – BBDO New York
Chief Creative Officer, Worldwide – David Lubars
Chief Creative Officer,  New York – Greg Hahn
Executive Creative Director – Chris Beresford-Hill
Executive Creative Director – Dan Lucey
Copywriter – Mike Motch
Art Director – Austin Mankey
Director of Integrated Production – David Rolfe
Executive Producer – Anthony Curti

WW Senior Account Director – Troy Tarwater
Account Director – Janelle Van Wonderen
Account Manager – Nick Robbins
Account Executive – Samuel Henderson

Production Co – O Positive Films
Director – Kenny Herzog
Exec Producer – Ralph Laucella
Exec Producer – Marc Grill
Line Producer – Grayson Bithell
Director of Photography – Marc Laliberte
Editorial – MackCut
Editor – Erik Laroi
Executive Producer – Sasha Hirshfeld
Assistant Editor – Patrick Blumer

Sound – MackCut
Sound Mixer – Sam Shaffer

Online – Smigital
Flame – Jim Hayhow
Asst. Flame – Joseph Miller

Color – Company 3
Colorist – Tim Masick

Le boxeur ukrainien Wladimir Klitschko, actuellement acteur majeur des revendications à Kiev, s’engage dans le combat contre l’illettrisme. Cette opération, avec un site conçu à l’occasion par l’agence Jung von Matt, propose de découvrir le sportif réalisant une typographie à l’aide ses poings trempés dans la peinture.