Adidas "Return" Ad for Derrick Rose Creates Too Much Hype

Donít Call it a Comeback: 'The Return' Campaign for Derrick Rose

8/30/12 in NBA   |   Presslp   |   9 respect


 
When Derrick Rose tore his ACL in the first round of the 2012 NBA Playoffs, it felt like a death in the family. For a team that had gotten so far the previous season—and had designs to go even farther once they were fully healthy—the sudden “death” of their star’s knee was almost worthy of a funeral march and 21-gun salute.
 
Even Rose himself said his injury was “the closest thing to death” he’s ever experienced, which is of course a testament to how competitive this guy is.
 
Apr 28, 2012; Chicago, IL, USA; Chicago Bulls point guard Derrick Rose (1) reacts to scoring during the third quarter in the Eastern Conference quarterfinals of the 2012 NBA Playoffs against the Philadelphia 76ers at the United Center.  The Bulls won 103-91. Mandatory Credit: Dennis Wierzbicki-US PRESSWIREEarlier this month, Adidas—in order to figure out some way to capitalize on one of their biggest star’s absences—launched an ad campaign entitled “The Return,” a series of shorts detailing Rose’s return from the dead.
 
Though watching Rose rehab his injury isn’t nearly as interesting as watching zombies rip apart the innocent, the commercials make for good drama and keep his fans interested while he spends the better part of next season getting back into shape. Fans can keep tabs on their favorite player, and Adidas can resist fading from the American basketball market psyche (their other star, Dwight Howard, isn’t the most popular guy right now).
 
However, a call for Rose’s epic return one season removed from crowning him MVP seems a little premature.
 
Of course, the anticipation will be palpable once February hits, the early side of his return window. All eyes will be on Rose the first time he hits the floor, all minds will wonder if he will be the same MVP point guard he was only two seasons ago.
 
And we will all be disappointed.
 
…At least to start with. We’ve all read the reports saying it takes at least a year on the court (or field) for athletes to even begin to play at the same level pre-injury. We know it will take more than a short time for Rose to regain his coordination, especially when he’s used to playing with such quickness and contorting himself at the rim to avoid being flattened against players twice his size (I’m looking at you, Dwight).
 
And this “Return” campaign does nothing but build the hype for this (most likely) sub-par return. What’s more, it gives more ammo to the naysayers that believe Rose’s game is overrated.
 
Look, I’ll be excited to see him back whenever the time comes like everyone else. But commercials like the one above are just huge teases that try to deliver promises that can't stick. Rose's insistence that he's "gon' be great" after his surgery is comforting to hear, but will only make anything less than great that much more of a disappointment.
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8/30/12   |   Presslp   |   9 respect

zmingee wrote:
your a hater, don't know what your talking about. The guy is the hardest worker in the NBA

Lol dude, I'm definitely not a hater. I am the biggest Bulls fan there is. And working hard helps, and I have no doubt he'll be great again, but right out of the gate? If he shoots anywhere near 30-40% his first game back I'll be surprised....pleasantly, of course. But I'm not gonna sit here and pretend like the dude doesn't have a long way to go.

8/30/12   |   Presslp   |   9 respect

Lol dude, I'm definitely not a hater. I am the biggest Bulls fan there is. And working hard helps, and I have no doubt he'll be great again, but right out of the gate? If he shoots anywhere near 30-40% his first game back I'll be surprised....pleasantly, of course. But I'm not gonna sit here and pretend like the dude doesn't have a long way to go.

8/30/12   |   zmingee

your a hater, don't know what your talking about. The guy is the hardest worker in the NBA