To those who know me, it's no secret that I love Danny McBride, the actor/comedian who plays Kenny Powers on HBO's Eastbound & Down and in K-Swiss' shoe commercials. As far as I'm concerned, he's the funniest guy on the planet right now, and Eastbound is the funniest show. So when K-Swiss made McBride their pitchman (in character as Powers), naturally, I was sold.
Before I get to reviewing this particular installment in the K-Swiss/Powers series, I would suggest you watch the full length promo video released by K-Swiss via Funny or Die. It's extremely explicit, so if that turns you off you should probably leave this site altogether. The full length promo will be mentioned throughout the rest of this review as well.
In today's world, an "edgy" commercial is something like LeBron's "What Should I Do?" ad for Nike. K-Swiss has turned the politically correct, safe for all ages, packaged for mass consumption advertising game on its ear. How many other companies release 5-minute promo videos replete with f-bombs (18 in all, plus several shits, pussies and Goddamns) and misogyny? I've never owned a pair of K-Swiss shoes, but I am a hell of a lot more likely to buy some after this promo.
As for the made-for-tv commercial, it lacks some sizzle since they have to censor the outspoken McBride heavily. I like that Kenny Powers is still dressed in all black, even while coaching his "employees." Plus, he looks woefully out of shape, which is cool because it shows that he hasn't buckled and undergone an image transformation to please Hollywood types.
In the longer, uncensored promo video there are several key moments. I'll list a few of my favorites, but really the entire thing is a first-rate spectacle. The bit about "living the life of a functioning derelict" is priceless. Matt Cassell chucking a shoe at the guy disinterestedly looking at his phone, followed quickly by Powers nailing him in the face with a muffin is great, too. The Mark Cuban bit, the fake perfume commercial, and Patrick Willis screaming "fuck you!" at a wooden dummy while crushing it are all fantastic moments.
If I have a complaint about the campaign (other than K-Swiss not being able to run fully uncensored clips on television) it is the selection of some of the athletes. Jillian Michaels is ridiculously manly and disgusting in a Fergie kind of way (you may recall some scathing words I had about Ms. Stacy Ferguson). Matt Cassell kind of sucks, although the Chiefs are getting better so maybe he'll have a resurgent, 2008-like season. Urijah Faber got his ass kicked his last fight, so I guess the jury's out on his relevance. I had to Google Josh Cox just to find out who the hell he was. And for fuck's sake, Rey Mysterio cannot be the head of security. Shit, he's 5'3". There had to be a more interesting and intimidating wrestler out there with some free time. Ron Artest would have made a good addition to the team, but he's under contract with some bullshit shoe company called BALL'N.
Final Grade: A (grade inclusive of entire campaign)
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