I can say, without a shadow of a doubt, this is the best thing FS1 has ever done. Granted their claim to fame is paying millions of dollars to some of the most hated sports broadcasters on the planet to shout hot takes at you while also getting crushed in the ratings by Bubble Guppies. But still, this ad campaign in the subway is pure brilliance. Someone actually asked me to explain what it’s like being a Knicks fan in one word. I tried to think of a word that encapsulated both anger and sadness, but I couldn’t come up with one. So I just went with Hopeless because that’s what it is. We get angry when James Dolan does things like banning Charles Oakley from The Garden and get sad when the Knicks outbid every team on the planet by $20 million for Tim Hardaway Jr. But in the end, we feel hopeless because the anger and sadness will never end as long as Dolan is in charge, which knowing the Knicks luck will somehow be for at least another 50 years.
I actually saw the picture of the Hopeless Express yesterday and put it in my blog about Michael Beasley. But the seats is where the dagger really twists. Referencing the movie Eddie and reminding people that Dolan is the real problem. But the Joakim Noah jersey is the epitome of a knockout blow. Imagine being so bad and overpaid that your jersey by itself is a sign of hopelessness after only one season. It would be funny if it wasn’t so sad. Actually it’s definitely funny because we are hopeless. But it’s probably less funny when you are in the middle of your shitty, hopeless morning commute and you are reminded of your shitty, hopeless NBA team.
And while I like to think maybe Dolan will see this and get angry, the fact of the matter is that rich fuck is never going near the subway. So let him know you are sick of this bullshit by buying a shirt and wearing it to Knicks games or JD & The Straight Shot concerts (just kidding, I would never ask someone to go to that insult to music).