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- W2604928298 abstract "Introduction Excitement filled the marketing department at Jewel-Osco, a grocery store chain in and around Chicago. Jewel-Osco had negotiated for a full-page advertisement in Sports Illustrated's commemorative issue celebrating Michael Jordan's Hall of Fame career. The ad proposed by the marketing team was congratulatory, but was it much of a sales pitch (Jordan v. Jewel, 2014)? Did the use of his name and defining characteristics, without his permission, raise concerns? The Advertisement When the announcement of Michael Jordan's induction into the Basketball Hall of Fame came, Chicago celebrated. It was an event for the city as well as for personally. To celebrate, Time, Inc., the publisher of Sports Illustrated, planned to publish a special Sports Illustrated Presents on Michael Jordan's career. The commemorative issue, titled Jordan: Celebrating a Hall of Fame Career, was not part of the magazine's regular subscription, but was to be sold separately in stores for approximately three months after the induction ceremony (Brief, 2012). About a month before publication, a Time, Inc. sales representative contacted Jewel-Osco and offered free advertising space in the commemorative issue, a full page on the inside back cover, in exchange for stocking the magazine at special displays by the checkout counters in its stores (Jordan v. Jewel, 2012). The marketing department was enthusiastic about the offer. A Jewel-Osco marketing representative described it as a offer, saying it would be great to have our logo in Sports Illustrated [since] having your logo in any location where people see it is going to help your company (Jordan v. Jewel, 2014). Jewel-Osco agreed to the deal, and as requested by Time, Inc., set out to design a page for the issue some play on words or design that is specific to Michael Jordan (Jordon v. Jewel, 2012). The ad was a collaborative effort between Jewel-Osco and its marketing vendor, Vertis, Inc., with Jewel-Osco's internal copywriter creating the message and Vertis, Inc. designing the graphics (Jordan v. Jewel, 2012). The result was an advertisement that was mostly black, with two tennis shoes spotlighted in the bottom half resting on a wooden, basketball court-like floor. The shoes were unlaced and featured Jordan's number 23 on the top of the tongues. Above, against the darkened background and in white lettering, the copy read: A Shoe In! After six NBA championships and numerous buzzer beaters, Michael Jordan's elevation to the Basketball Hall of Fame was never in doubt! Jewel-Osco salutes #23 on his many accomplishments as we honor a fellow Chicagoan who was around the for so many years. (Jordan v. Jewel, 2014) Beneath this tribute was Jewel-Osco's logo and slogan, Good things are just around the corner. Both the Jewel-Osco logo and the slogan were federally registered trademarks. While the wordplay with around the corner was clever, the copywriter worried that it was much of a sales pitch for shopping at Jewel-Osco--that the advertisement was too selly [sic], and hitting over the head (Jordan v. …" @default.
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- W2604928298 date "2016-01-01" @default.
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- W2604928298 title "Technical Foul: Congratulating Michael Jordan" @default.
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