The art of the steal—that’s the lesson a wise old master is trying to convey to his much too apt pupil in this spot promoting the National Basketball Association’s Charlotte Hornets. Of course, stealing the basketball is a virtue in the NBA. And Hornets’ player Eddie Jones is known for being able to deftly take the rock away from the opposition.
But in "Kung Fu," Jones is the student, not the teacher. Reminiscent of The Karate Kid and the TV series Kung Fu, this commercial casts Jones as a disciple of an aging yet shrewd Chinese tutor. The spot opens with a gong being struck and cuts to Jones and his teacher in a sanctuary filled with lit candles. The learned man tells Jones: "Grasshopper, to be a true master, you must first snatch the pebble from my hand." Jones does just that in the bat of an eyelash. The ancient one protests: "Wait, I wasn’t ready."
Jones proceeds to snatch the pebble again—and again. The elderly man becomes agitated as Jones lets out a celebratory martial arts chant. A supered message states the obvious about Jones—"This guy is quick"—and then gives way to the Hornets’ logo with an accompanying pitch for fans to "get your tickets now." The ad ends with a voiceover of the Chinese master imploring Jones to "give me back my pebble."
Directed by Bennett Miller of bicoastal/international Hungry Man, "Kung Fu" was conceived by a team from The Martin Agency, Richmond, Va., that consisted of creative director/art director John Boone, copywriter David Oakley and producer Beth Eley.
Miller’s support team at Hungry Man included executive producer Stephen Orent and producer Ralph Laucella. DP was Joe DeSalvo.
"Kung Fu" was edited by David Levin of Hungry Man. Online editor was Scott Whithaus at Henninger Richmond, Richmond, Va. Colorist was Roger Doran of Post Perfect, New York. Audio mixing and sound design were done by Bevin Armistead of In Your Ear Music & Recording Services, Richmond. Stock music was used for the spot.
