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Dante Exum Just Can't Get Noticed in These Foot Locker Spots

10/07/2014
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The Vault proves that 'Life Changes after the Draft' for Aussie NBA star

Foot Locker, Inc., the New York-based specialty athletic retailer, has launched a series of five new commercials with adidas featuring NBA Draft prospect Dante Exum of Australia. The latest ads are part of Foot Locker's successful "Approved" marketing platform and poke fun at Exum's current "celebrity status," or lack thereof, while centering on the idea that "Life Changes After the Draft."

The "Life Changes After the Draft" campaign was written and produced by The Vault and edited by Jeff Ferruzzo at Arcade Edit.

In one of the spots, entitled " Paparazzi," Exum expresses concern about going to a Foot Locker store due to the possibility of paparazzi being there, to which his friends respond by laughing uproariously, knowing he's a relatively unknown commodity in the United States. 

Another spot, entitled " Autograph," shows a friend catching Exum practicing his autograph, subsequently causing him to become dejected. Other spots in the series feature Exum in a range of humorous situations, including wondering about how to deal with fan mail, convincing a neighbor he's a basketball player and struggling to make a restaurant reservation with his foreign accent. 






Credits


Creative Agency: The Vault

The Vault: Jon Paley, Sally Kapsalis, Josh Weissglass, Stephanie Mueller


Editorial: Arcade Edit

Editor: Jeff Ferruzzo (Dorky Neighbor, Autograph)

Editor: Healy Snow (Fan Mail, Laughter) 

Editor: Laurel Smoliar (Reservation)

Managing Partner: Damian Stevens

Executive Producer: Sila Soyer

Producer: Cecilia Melton 

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