Most dads were probably happy to make do with a phone call and slightly useless gadget for Father’s Day. But basketball player Lonzo Ball – son of former football star LaVar Ball – went the extra mile, reminiscing about his dad’s infamously egotistical behaviour on a seasonal ad spot for Foot Locker. We explore the insights behind the ad and explain why nothing says ‘I love you’ like a good roasting.
The ad, made by BBDO New York for Foot Locker, features NBA prospects celebrating the ways their dads have helped them in their careers – like practicing in the driveway with them or taking them to tournaments. But when Ball appears on screen, he recounts some humorously honest memories of his dad, including ‘the special moment when your dad berates your high school coach in front of a crowd of people for not getting you enough touches… or when he tells 29 out of 30 teams not to bother drafting you.” The spot’s been viewed on YouTube more than 1.3 million times in the five days since its drop.
“My dad and I both love the humour of the spot,” says Ball junior. “And I'm glad I got to have a little fun around the topic before going to the league." Roasting has become a major part of the comedy landscape; whether it’s Justin Bieber getting taken down on Comedy Central or Gordon Ramsey getting sassy on Twitter. “Roasting has become something of a time-honoured tradition,” writes journalist Max Ufberg, “a playful way of paying tribute to a celebrity, usually by discussing their (very public) controversies.” It’s an in-joke the whole world can get in on.
Foot Locker’s spot smartly picks up on this vein of humour, deftly putting Ball senior in the spotlight. But by using his son as a mouthpiece, it also nods to the parents and kids who are comfortable enough with each other to get in on a joke together. Social media accounts like Your Shitty Family – which has over a million followers – speak to a generation of families who affectionately troll each other. And given that laughter has been scientifically proven to facilitate intimacy, it’s no wonder Foot Locker’s father-son bonding in the form of mockery had the internet so smitten with its spot.
Katy Young is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. She has a degree in American Studies and Film and an MA in Journalism. Her interests include wild swimming, thinking of podcast ideas and singing in an all-female choir.
