Criticism, but Make it Motivation. Decoding Jordan Brand’s ‘Love, Hurts
Overall Score
88.77/100
Highest Focus
Viewers were most engaged when the emotional climax unfolded, as the heartfelt storytelling and strong character connection held their full attention. (90.32 at 30s)
Lowest Focus
Focus dipped early on during the slow-paced setup scene, before the storyline and emotion fully kicked in. (18.97 at 3s)
Highest Clarity
The closing moment with the brand message and emotional payoff delivered the strongest clarity, leaving viewers with a memorable impression. (98.74 at 30s)
Lowest Clarity
Clarity dropped when the visuals shifted quickly between scenes, making it harder for viewers to process the emotional tone. (55.13 at 21s)
Highest Attention
Attention peaked during the opening interaction, as curiosity about the story setup drew viewers in immediately. (90.25 at 4s)
Lowest Attention
Attention declined during a slower transition sequence where the emotional intensity momentarily flattened. (22.08 at 17s)
Summary
The Jordan Brand commercial "Love, Hurts" commemorates Philadelphia Eagles quarterback Jalen Hurts' achievements, including a Super Bowl appearance and MVP performance, by highlighting his journey and confronting his critics. The advertisement uses Teddy Pendergrass's "Love T.K.O." and a narrator to list doubts and negativity directed at Hurts throughout his career, contrasting these comments with visuals of his on-field success and poise.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Include the Michael Jordan moment:
His support for Hurts and Hurts’s iconic “Jordan shrug” celebration would reinforce Hurts’s “chosen one” status and tie him directly to the brand’s legacy.
