Maya Moore recreates Michael Jordan 'Wings' pose in an ad for a new era

WNBA star appears in spot and outdoor work inspired by iconic 1989 poster

By Alexandra Jardine. Published on May 23, 2018

Editor's Pick

WNBA star Maya Moore recreates Michael Jordan's classic "Wings" poster from 1989--which graced thousands of bedrooms in the '80s and '90s--as the brand updates it for a new era in a TV ad and outdoor campaign.

The 60-second black and white spot, directed by Nabil via Reset, shows Moore recreating Jordan's almost Christ-like pose while revisiting her career highlights, including childhood footage obtained from her mother.

It's set to Nina Simone's "Feeling Good," remade by Amber Mark, and in the final seconds of the film, you hear the words of Michael Jordan himself, reworking the quote: "No bird soars too high if she soars with her own wings," a line edited from the original poster and originally taken from William Blake. The spot launched Sunday night. during the WNBA opening game as Moore received her fourth WNBA Title Ring.

It's accompanied by OOH showing Moore on the new poster, running in NY, LA and outside of the newly renovated Target Center in Minnesota.

In the age of female empowerment, it seems like a smart move for the brand.

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May 23, 2018
Wieden & Kennedy New York
Executive Creative Director:
Karl Lieberman
Creative Director:
Caleb Jensen
Creative Director:
Jimm Lasser
Art Director:
Lawrence Melilli
Matt Mulvey
Head of Integrated Production:
Nick Setounski
Executive Producer:
Orlee Tatarka
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Jordan Muse
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Liz Lindberg
Account Team:
Ashley Pratt
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Brandon Thornton
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Pietro Clemente
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Executive Producer:
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Editorial Company:
Joint Editorial
Executive Producer:
Michelle Carmen
Tommy Harden
Renee Haar
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Assistant Editor:
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VFX Company:
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Amber Mark
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Tom Poole
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