With the Miami Heat set to tip off the NBA season tonight against the Boston Celtics, it’s rather timely that W+K Portland unveils this Nike spot called “Rise” starring Heat forward and two-time reigning MVP LeBron James. Following his less-than-well-received ESPN special, “The Decision,” where James announced he was taking his talents to South Beach, the backlash that ensued was virtually unparalleled.
So, in this spot, James simply asks the viewer, “What should I do?” While not even close to being as creepy as Tiger Woods’ pre-Masters Nike spot, this LeBron clip (directed by Stacy Wall) seems to beg for the audience’s sympathy just as much. Still, it’s not half-bad and way more entertaining than Tiger’s entry, what with its nod to “The Decision,” a shout-out to noted LeBron critic Charles Barkley and even a cameo appearance by Don Johnson. Will it rehabilitate LeBron’s image at all in the eyes of those who loathe him, though? We doubt it. Credits after the jump.
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
Sound Company Stimmüng
Sound Designer Gus Koven
Producer Jack Catlin / Ceinwyn Clark
Song (if applicable) “Crockett’s Theme” by Jan Hammer
Color correction Company 3
Colorist Dave Hussey
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