Pytka’s inspiration for that line stems from a game of H-O-R-S-E between him and Jordan during some downtime while shooting a previous commercial. “No dunking,” the 36-year-old Bird insists to Jordan in an effort to make the contest fair. One of the most memorable lines in the commercial is actually an improvisation that director Joe Pytka added to the script during the shoot. You never know what’s going to catch on, but you hit the right time, the right idea, the right stars and sometimes it does.” Iconic line: “No dunking” “Did we have any idea it was going to become part of pop culture? Hell no, man. “It was a very simple idea, but what you find in advertising is that the simple ideas are usually the best,” Ferguson said. In the award-winning spot, Bird challenges Jordan to match him shot for physics-defying shot with a Big Mac and fries at stake. McDonald’s chief marketing officer Paul Schrage only stipulated that he wanted a two-part Super Bowl commercial that promoted the Big Mac and featured the immensely popular Jordan as a celebrity pitchman.Ĭopywriter Jim Ferguson and art director Bob Shallcross, then the top creative team at Leo Burnett Worldwide, bounced ideas off one-another for days before the premise of a shooting contest dawned on them. The masterminds behind the famous Michael Jordan-Larry Bird commercial had almost total creative freedom while coming up with the spot.
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