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The Chicago advertising connection to Space Jam

LeBron at the opening ceremony for the I Promise School in Akron, Ohio “That’s where it came from.” Pitzel was working for the former Chicago mid-sized creative shop, Bayer Bess Vanderwarker (BBV), but he had taken a mid-day hiatus to polish up a Gatorade spot featuring Michael Jordan. BBV’s concept for the commercial was typical of many in the sports-related category. “It was 9,000 shots of highlights,” recalls Pitzel. “I’d seen it before.” He felt that using a modified version of The Jungle Book song — with the words “I wanna be like Mike” in place of “I wanna be like you” — would make the spot stand out. “They said, ‘you can have it for $20k per year, or something like that, but you can’t say ‘Be Like Mike,’” Pitzel recalls. This was the first indication that the stars were aligning in a once-in-a-lifetime kind of way. Pitzel wrote the lyrics to a new tune, “Be Like Mike,” and enlisted Ira Antellis and Steve Shafer to compose new music. BBV took the song and mixed it into a spot that combined footage of Jordan the superstar playing in the NBA and Jordan the everyman playing in the neighborhood. “We wanted to take him off his pedestal and make him approachable,” explains Pitzel. The plan worked, even though the spot “didn’t run that much” and received a lukewarm review from Bob Garfield, “It really took off on its own,” says Pitzel.

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