Ads We Like: Dikembe Mutombo stars as Cheq’s ‘chief blocking officer’
Ad verification company Cheq has appointed legendary NBA shot blocker Dikembe Mutombo as its ‘chief blocking officer,’ a new advisory position at the company, and the man lives up to his title in a campaign for the company.
The online campaign centers on a video featuring the sports star, opening with Mutombo addressing the camera with his signature swagger and gravelly voice.
Dikembe Mutombo for Cheq
“Hello my friends. I’m Dikembe Mutombo, and Cheq appointed me to be their chief blocking officer because I know how to block,” he says. Several quick takes follow depicting him in dress-up scenarios in which he can “block” something.
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The first shows him against a beach backdrop wearing floaties, sunglasses and an umbrella hat. “Sun block,” he says as the scene switches to a couple who are about to kiss during dinner at a restaurant. “Cock block,” Mutombo barks, slamming a statue of a rooster in between them.
That scene is followed by Mutombo announcing other things that can be blocked or paired with the word “block,” including “building block,” “road block,” “wood block,” “chopping block,” “blockchain,” “blockbuster,” and “block party.”
The spot ends with Mutombo, wearing a fedora and sitting before a typewriter, as he struggles to find the word that goes with “writer’s.” A voiceover interrupts as the Cheq logo appears, with the tag, “Brand safety. Ad fraud. At Cheq, we don’t just measure the damage. We block it.”
“Dikembe’s reputation and legendary defensive skills best illustrate what Cheq does millions of times a day in digital advertising – block ads from being served in unsavory environments,” said Cheq chief executive, Guy Tytunovich. “For years Dikembe protected rims, and we protect brands. We are a match made in heaven, and now we’re like family.
"We also expect to gain from Dikembe’s wisdom and winner mentality, as he becomes an integral part of our advisory team.”
Added Mutombo: “When Cheq approached me with the idea of becoming chief blocking officer, I immediately was intrigued,” Mutombo said. “This isn’t just another celebrity endorsement deal. It really is the perfect match of spokesman and company offering.”
See the spot by clicking on the Creative Works box below.