We’re outdoors, presumably during a time-out on the sidelines of a pick-up game of basketball. Three teammates have huddled to discuss their opponent. Forget about strategizing. This trio has virtually given up, already talking as if they’re trying to defend against the second coming of Michael Jordan.
"I can’t cover this guy, man," says one intimidated ballplayer.
"I don’t wanna cover him," responds a teammate.
"What’re we gonna do?" helplessly asks the third basketballer.
Off camera, we hear the superstar—the source of the three players’ frustration—mouthing off: "OK, ladies. Let’s go. Time-out’s over."
What’s so special about this round-ball maestro? Well, nothing really. The camera reveals that he’s like any other guy—literally. Our superstar is stark naked, but for a headband and a pair of eyeglasses. An electronic graphic insert covers his private parts, making the spot air-able on TV.
Our birthday-suited player makes a jump shot, sets a screen for a teammate, and basically does all the little things on the court that spell success. He meets little resistance from an opposing team that can barely look at, much less touch, this superstar-in-the-flesh.
As the naked player looks to gain position while dribbling the ball—backing in to draw nearer to the basket—it becomes clear that he’s unstoppable. The defender keeps giving ground, unwilling to put a hand on the guy’s backside to impede his progress. No way anyone is going to hand-check that uncovered rump.
Finally the nude, trash-talking guy ("You want a piece of me?") makes a dominant statement with a slam dunk over a defender. The superstar leaps so high to dunk that the defender is about eye-level with the man’s genitals—up close and way too personal. Talk about an "in-your-face disgrace": That term normally describes a player putting on a cool move that devastates his or her opponent. This move goes beyond devastation to achieve downright humiliation.
The naked protagonist is whooping it up, with a post-dunk celebration that finds him still hanging onto the basket’s rim, his legs spread-eagled. Thankfully the well-placed insert hides his family jewels from view.
A super against a black background then appears on screen. "Feel comfortable in your own skin," it reads. The logo of Yard Fitness, a health club/gymnasium in Hermosa Beach, Calif., shows up. In the background, we hear the nude player taunting others and reveling in his own performance.
The spot, titled "Coverage," finally returns to the court, where our "comfortable," triumphant nudist pounds on his heart and raises his right arm triumphantly toward the sky.
Kevin Smith of Venice, Calif.-based Backyard Productions directed a two-spot Yard Fitness package—"Coverage" and "Dressed for Dinner"—for JC Advertising, Manhattan Beach, Calif. JC stands for Josh Caplan, who served as creative director/art director/copywriter on the commercials.
The DP was Randy Arnold, with Kevin Howe serving as assistant director. The Backyard support team included executive producers Blair Stribley and Kris Mathur, head of production Peter Steinzeig and producer Peter Keenan.
Offline editor was Bob Mori of Superior Assembly Editing Company, Santa Monica. Carol Lombard served as Superior Assembly’s executive producer.
Paul Song and Andrea Aron of The Finish Line, Santa Monica, were online editor and post supervisor, respectively.
Colorist was Paul Lear of Pacific Data Post, Santa Monica. Loren Silber of POP Sound, Santa Monica, was sound designer/audio mixer.
