Yesterday, when LeBron James tweeted his new Nike commercial, called “Rise,” it got more positive feedback than anything James has done since winning second MVP. People on Twitter loved it (if you didn’t know this, LeBron himself took the liberty of retweeting practically every good thing said about the ad), Tony Kornheiser and Michael Wilbon both called it “brilliant” on Pardon the Interruption, and the Internet went crazy praising it as the first positive step in the rehabilitation of LeBron’s image.
“Rise” certainly is another example of Nike grasping the nuance behind a sponsor’s public image (something I was in the minority in seeing in April’s Tiger Woods ad). In 90 seconds, the ad manages to touch on LeBron’s Decision, the fallout, the betrayal felt in Cleveland, the criticisms he took from Michael Jordan and Charles Barkley, his new role as the NBA’s Bad Guy, the attacks on LeBron’s “handlers” this season, his infamous “mental notes,” and the drop in his celebrity value, among other things.* It’s impressively comprehensive for one ad. Continue reading »