Nike and Kyrie Irving Present: Find Your Groove (2017) 1:00 (USA)

Kyrie Irving is an interesting guy. He doesn't think Christmas is a holiday and believes the Earth is flat. Either that or he's trolling everyone for publicity because that's apparently what it takes to keep your name in the papers in this world, flat or otherwise. Regardless, he's now gone a step further and directed his own spot for his own shoe, the Kyrie 4.
In this spot, Kyrie is allowed to do whatever he wants, and whatever he wants in this case is to make another quip about the flat earth by saying "this is my world," which of course leads us to a flat globe prop. There's also the Boston Philharmonic and levitation, a reference to his plant-based diet and so many other things that it's a bit overwhelming. There's even YouTube sensation Jah Swish, who Irving calls his "body double," which is actually funny but like almost every other reference in this spot I had to look up because I don't care about basketball or internet sensations. Rob Gronkowski and Jayson Tatum also make cameos. This is one of the more chaotic spots I've seen in a long time, and yet the whole breaking the fourth wall and stepping out of an ad to create a different ad is as familiar as well-debunked science.

Client: Nike
Director: Kyrie Irving

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