December 28, 2011
Last season, the Miami Heat were introduced at every home game to a very ridiculous-seeming video of various key players dressed in suits, sweaters, and ties while the Phil Collins track "In the Air Tonight" played. It was overly serious in the worst way, set to one of the more cliched "this is our moment" songs possible and presenting the Heat as the ultimate in cool. As anyone with sense knows, anything that involves Phil Collins is lame. It might even be one of the laws of thermodynamics.
This year, the Heat put out a new introduction video, this time ditching the Phil Collins for the much cooler, contemporary, and bombastic "All of the Lights" by Kanye West and roughly 47 different featured performers. The Heat are still wearing their sweaters, and Eddy Curry is now involved to make it a bit ridiculous, but the clip generally comes across as much looser. Miami looks like fun, not various third cousins of the Bateman family.
At the same time, it also doubles down on the brand. Whether consciously or not, the Heat still look like villains in an '80s ski movie. But if that's what they're going for, it's somehow alright. Villains can be endearing when they're self-aware.