Friday, October 29, 2010

Lebron Addresses Critics in new Nike Ad

Should he have stayed with the Cleveland Cavaliers? Gotten his "Chosen One" tattoo removed? Admitted he's a failure because he teamed up with Dwyane Wade and Chris Bosh? Given up on hoops altogether and focused on something else? Ignored the advice his friends gave to him about his free agency, his brand and his life this summer?

In the 90-second clip released during the week LeBron takes aim at each and every columnist, blogger, NBA analyst and talking head that took shots at him after he made his decision to join the Heat in July. He addresses them, not through answers, but by questioning what they would have done if they were in his shoes (a nice touch, considering the spot was paid for by Nike). And he finishes by posing one simple question: "Should I be what you want me to be?" It's nothing if not effective.

I loved this ad because it shows that LeBron is not what we want him to be. He's flawed. He's imperfect. He's dare I say it human. But, you know what? There's really nothing wrong with that. And even though we think everything he's doing is wrong for his life, wrong for his career and wrong for his legacy, he's ultimately the one that's going to have to live with it. So, it doesn't really matter what we think, now does it?

Take a look

2 comments:

  1. Having spoken to a few people I realised that there are certain people who aren't even aware who LeBron James is!!!I know I was shocked too. If you want to find out more about him there's a really good documentary about his journey to the draft called "More than a Game'.

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  2. The story behind the LeBron fiasco is very interesting and I think Nike Basketball have done a fantastic job with this ad. By showcasing what their advertising team do best, Nike have humanised a sports megastar and cast LeBron as a regular person; who is capable of making mistakes just like everyone else.
    This isn’t essentially about what he has done, or hasn’t done. It’s about the difference between the expectations others may have of him versus the expectations he has of himself, and the moral dilemma he finds himself in. The constant repetition of ‘What should I do’ really emphasises this and it is really effective as an opening to the ad and serves as instant engagement with the audience. Humour is used in parts to deliver the core messages (reference to Miami Vice, poetry reading), which really works.
    This ad reminds me of Nike Golf and their Tiger Woods ad earlier this year in April. The release was faced with huge controversy with protests against the use of the voice of Wood’s deceased father, Earl Woods narrating throughout the ad. Earl asks Tiger a few questions before his much documented return to professional golf. Nike Football also used Wayne Rooney in their ‘Write the Future’ campaign along with Drogba and Ronaldo after many accusations of infidelity and liaisons with prostitutes. By linking Nike to these sports stars is the company in danger of tarnishing the image of their brand?
    What do you think?

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