Converse: Bird vs Magic (1986)
As my first Play of Values post was about the Bird vs Magic rivalry, it only seemed fair to include the legendary Converse: Bird vs Magic “Choose Your Weapon” (1986) ad into my Ad-Meter analysis.
In 1986, Converse released an iconic commercial featuring two of the NBA’s fiercest rivals: Larry Bird of the Boston Celtics and Magic Johnson of the Los Angeles Lakers. This ad, known as “Choose Your Weapon,” played on the intensity of their rivalry and the contrasting personas of these two basketball legends, capturing the tension and excitement of their matchups while promoting Converse’s newest basketball shoes. By the way, Bird vs Magic has a score of 91% on our Rivalry Meter.
At the time, Bird and Magic were not just players; they were larger-than-life figures who had redefined NBA basketball throughout the 1980s. Their rivalry on the court symbolized much more than just two teams clashing; it embodied a cultural divide, with Bird representing the hard-nosed work ethic of the Midwest and East Coast fans and Magic embodying the flash and glamour of Los Angeles.
They had first faced off in the 1979 NCAA championship game, and their fierce NBA rivalry had since dominated headlines, culminating in memorable NBA Finals showdowns. The Converse ad played on this storied rivalry, presenting Bird and Magic squaring off on Bird’s rural Indiana home court, with each player donning his own Converse “weapon” shoe in his team colors.
The commercial was highly successful, highlighting both the star power of Bird and Magic and the broader appeal of the Converse brand. The playful trash-talking, combined with an old-fashioned showdown, made it a standout ad that NBA fans and general audiences enjoyed alike. By leveraging the legendary rivalry, Converse created an ad that transcended product promotion to capture the spirit of basketball in the ’80s and solidified the Converse Weapon sneakers as a cultural symbol.
The Ad-Meter Results
Note: The Ad-Meter is based on research about What Makes a Good Video Ad. The analysis is done with the help of a trained AI model.
| Category | Trait | Score (0–10) | Description |
|---|---|---|---|
| Attention | Hook | 9 | The setup of a rivalry between two basketball greats in an unexpected location grabs interest quickly. |
| Aesthetics | 7 | Clean visuals and engaging costumes, but nothing visually groundbreaking. | |
| Pace | 8 | Keeps the viewer engaged but doesn’t move as briskly as some modern ads. | |
| Branding | Brand Presence | 10 | Converse branding is woven seamlessly into the ad’s narrative. |
| Audio Reinforcement | 7 | Features fun 80s sound effects but isn’t particularly known for its audio impact. | |
| Catchphrases (Taglines) | 9 | “Choose Your Weapon” tagline became an iconic phrase, tying the ad to the brand. | |
| Connection | Storytelling | 8 | A rivalry narrative works well but doesn’t deliver deeper emotional engagement. |
| Character | 10 | Bird and Magic are basketball legends, and their chemistry enhances relatability. | |
| Message Alignment | 9 | Aligns Converse with competitive excellence and style, reinforcing its brand identity. | |
| Direction | Call-to-Action (CTA) | 7 | Provides no explicit call to action, though the focus on Converse sneakers is clear. |
| Unique Selling Point (USP) | 8 | Highlights Converse’s connection to top-tier athletes but lacks a distinct edge. | |
| Extras | Iconic Moments | 10 | Features the iconic Bird-Magic rivalry, a hallmark of basketball history. |
| Timing | 10 | Released when Bird and Magic were at the peak of their careers, amplifying its impact. |
AD-METER SCORE: Excellent.
Total Points: 112/130
Final Score (Percentage): 86%
Summary: This ad highlights the intense rivalry between basketball legends Larry Bird and Magic Johnson, delivering a humorous and entertaining narrative. The hook effectively draws in viewers with its unique countryside setup, and the tagline “Choose Your Weapon” cements itself as a memorable catchphrase. However, the ad’s aesthetic elements and audio reinforcement are less impactful compared to other iconic commercials. The lack of a strong call-to-action also weakens its overall direction. Nevertheless, its timing and alignment with Converse’s brand image ensure its place as a classic in sports advertising.
