Jordan: Welcome to the Family, Paolo.

When I worked at Nike WHQ, my boss used to tell me this tall tale about Michael Jordan, a tiny tavern and a burger so good, it sealed the deal when His Airness was negotiating with Nike. One day, he took me to lunch there and the hype was real. So when Jordan was looking for a fun, heritage-driven way to announce their signing of No. 1 Draft Pick Paolo Banchero, my mind went back to that burger. Turns out, it was a fable, and MJ never ate at the famous Helvetia Tavern. However, Howard (H) White did, and the burger was so big, it made him late for a meeting with MJ and his family on their visit to Nike. Directed by Matt Wilcox and produced by Blue Ox, this spot puts H back in the booth as he tells the story for himself and welcomes Paolo to the Jumpman family.