Nike Basketball and and its longtime advertising agency Wieden+Kennedy bring us LeBron’s first full feature commercial as a Miami Heat member in advance of the start of the NBA season and the launch of the new LeBron James signature shoe.
Seems Nike thinks that LeBron James really needs to rehabilitate his image after his move from Cleveland to Miami, which was announced in the hourlong broadcast on ESPN “The Decision”.
The new Nike commercial, titled “Rise”, firstly take us back to “The Decision,” where James sitting pensively on a studio set that mimics where he made his infamous announcement.
“What should I do?” he asks, turning to face the camera. “Should I admit that I’ve made mistakes?”
Throughout the spot James rhetorically asks everyone for their opinion and each scene reflects opinions that have been expressed. He wonders if he should believe that he’s ruined his legacy as he speaks before an empty banquet hall during a mock Hall of Fame induction ceremony. A notable scene includes LeBron saying, “I am not a role model,” borrowing a famous line from fellow Nike athlete Charles Barkley. James then winks and says “Hi Chuck.” (Charles Barkley during the off-season criticized LeBron’s decision).
Charles Barkley “I am not a role model”
LeBron also asks, “Should I try acting?” and gets advice from Don Johnson (Detective Sonny Crockett on the iconic 80’s TV series Miami Vice), who advises him that things will get better with time. LeBron also reads part of a soulful poem written by world-renowned poet, Dr. Maya Angelou. The commercial ends with one final question: “Should I be who YOU want me to be?”.
Davide Grasso, Vice President of Global Brand Marketing said that they’re celebrating James courage to forge his own journey even when others may have disagreed with his decisions. It’s this Just Do It spirit that defines LeBron and Nike as we strive to inspire all young athletes.
The spot debuted on October 25th with a 90-second film on YouTube.com and on TV on October 26 during the game between Miami Heat and Boston Celtics, which Boston win 88-80.
Agency: Wieden + Kennedy, Portland
Creative Directors: Alberto Ponte, Ryan O’Rourke
Copywriter: Caleb Jensen
Art Director: Taylor Twist
Producer: Erika Madison
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Agency Executive Producer: Ben Grylewicz
Production Company: Imperial Woodpecker
Director: Stacy Wall
Executive Producer: Doug Halbert
Line Producer: Dina Oberley
Director of Photography: Sal Totino
Editorial Company: Spot Welders
Editor: Robert Duffy
Post Producer: Carolina Wallace
Post Executive Producer: David Glean
Assistant Editor: Healy Snow
VFX Company: Public
VFX Supervisor: Tony Smoller
Flame Artist: James Allen
VFX Producer: Rachel Kaminek
Sound Company: Stimmung
Sound Designer: Gus Koven
Producers: Jack Caitlin, Ceinwyn Clark
Music: “Crockett’s Theme” by Jan Hammer
Color Correction: Company 3
Colorist: Dave Hussey
Mix Company: Lime
Mixer: Loren Silber, Mark Meyuhas