June 15, 2004

Just Did It in Milwaukee

Last month Nike came to Milwaukee to shoot a new commercial. I don't know if anyone will get some of the joke:

Milwaukee invented an arcade dance game, but "a foreigner" mastered it and became the reigning world champion. Naturally, the man cast in the "foreigner" role is from Illinois.

But the Milwaukeeans wanted to prove that they were the best in the world. And the ad's hero, a local runner who is - Surprise! - wearing Nike Shox running shoes, out-duels the foreign champion at the dancing game.

Unless Nike plans on only showing the commerical in the Midwest few will understand the Wisconsin-Illinois rivalry. We call them "flatlanders" and "F.I.B.s" while they call us "cheeseheads." Unfortunately many Wisconsinites--especially Packers fans--have have claimed the derisive term as a badge of honor.

But wait, there's more. The "star" of the commercial, Brian Kuhaupt of Slinger (just down the road from me), was paid $500/day and will get royalties for his appearance. As the Journal Sentinel puts it, the money "will be a huge jump from the $8.65 max he's paid hourly at the Carlisle Tire & Wheel factory in Slinger." Expect much of that money to fuel the local bar economy.

"Nike Ad-Makers Find Sleek Dancing in Unstylish Setting"