Yao Ming becomes Official Spokesperson for ACAP WildAid

pryuen · Jun 5, 2006

Could not wait to see this COOL ad for ACAP WildAid !!!

http://www.brandweek.com/bw/magazine/columns/article_display.jsp?vnu_content_id=1002612933

The Game: Ming Is More Than Just 'Stuff'

June 05, 2006

YAO MING is 7-foot-6, which makes the star of the NBA's Houston Rockets a BMOC: Big man on court and in commercials in this country and in his native China. But Ming is not just about selling "stuff."

Ming has parlayed his athletic skills, amiable personality and good timing into about $15 million in yearly endorsements. He is the highest-profile athlete from China to become a pro star in the U.S., and his impact in the NBA has been a catalyst in helping U.S.-based marketers either gain entry or expand their presence in China in anticipation of the 2008 Summer Olympics in Beijing. Among his portfolio, Ming reps such companies as Reebok, McDonald's, Visa and Garmin International.

Now, Ming will be the face of international wildlife conservation organization Active Conservation Awareness Program WildAid, beginning with a 30-second TV spot, its first work from new lead agency ML Rogers, New York. The spot breaks this week on Fox and CBS and also on CCTV-1 in China. ACAP WildAid, which has its U.S. headquarters in San Francisco, will follow with other TV spots, print and outdoor, in which Ming will play an ongoing role; and is "developing content" with National Geographic Channel and other networks. Terms of the deal with Ming were not disclosed. His agent is Bill Duffy, president at BDA Sports Management, Walnut Creek, Calif.

In the spot, Ming literally uses his shot-blocking ability to save an elephant. We first see the elephant, then a gun being locked and loaded. Ming is shooting hoops, but turns into a superhero when he races off the court, flies through the air and knocks down the bullet before it reaches its intended target. Voiceover: "You don't have to play ball to be a great shotblocker." Ming adds, "When the buying stops, the killing can, too." The spot was filmed in both English and Chinese.

The effort ties in with ACAP WildAid opening an office last month in Beijing. WildAid said that previous campaigns have received up to $10 million in donated airtime. Regarding Ming as a spokesperson, NBA commissioner David Stern has said on numerous occasions, "Nobody was more of a global icon than Michael Jordan. But Yao . . . is a symbol of [China's] renaissance and their determination to compete on a world stage."
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timesquare · Jun 5, 2006

thanks for the post - interesting to know his social conscience is alive and well, though wildlife conservation is typically neutral. i wonder, in my yof-dom, what he would sponsor or support if the nba was not business, and china was not authoritarian.

lost_elephant · Jun 5, 2006

Yao is ever the classy guy.

ccjj · Jun 5, 2006

lost_elephant said:

Yao is ever the classy guy.
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Exactly.

Kam · Jun 5, 2006

Great, Yao has become a tree hugging hippy. This better not affect his game.

Roc Paint · Jun 5, 2006

easy Cartman.

daRox · Jun 5, 2006

"Nobody was more of a global icon than Michael Jordan. But Yao . . . is a symbol of [China's] renaissance and their determination to compete on a world stage." - Stern
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Great, how about tell your zebras to treat him better?

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Yao Ming becomes Official Spokesperson for ACAP WildAid

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