I haven’t made much headway in my whole Every NBA Commercial Project endeavor, but the new LeBron Nike spot from the famed Wieden + Kennedy advertising agency is obviously already a basketball commercial Hall of Famer.
I’ve been pretty baffled about why everyone has felt the need to make LeBron into some sort of monster this summer. He has been a bit of a naive douche of late, perhaps, but the whole “he ruined his legacy [at 25 years old],” “he’s scared to be the man” and “MJ or Kobe never would have played with Wade” stuff is just completely silly to me. Who cares? New era with new era players who want to win title with their friends.
Seriously, not a big deal.
And that’s what makes this Nike spot so brilliant. It acknowledges all the silly rhetoric that talking heads have been saying for months now and just exposes it all as being totally silly. By the end, the only thing a rational basketball fan can realistically see is, as Matt Moore of Hardwood Paroxysm noted in an email, “a dude that switched jobs and did it in an obnoxious manner.”
That’s all the ever really happened. Calm down. (Cleveland fans can keep being pissed — I get that.)
Meanwhile, the “Hi Chuck” part is one of the best moments in any commercial ever and the kid actor voicing young LeBron who says “should I give you a history lesson?” sounds like Randy Wagstaff from The Wire.