SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves TNT Scores On MLK Day With Cavs-Warriors Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS
SBD/November 1, 2012/Marketing and Sponsorship
LeBron James Endorses Samsung's Galaxy Note II; New Spots Debut Around NBA Opener
Published November 1, 2012
INSIDE THE AD: The 90-second Samsung ad starring James aired during TNT's “NBA Tip-Off” pregame show and opens with James having breakfast with his two kids. One of the children uses a Samsung Galaxy Note II phone to draw funny hair on a picture of James on the phone. James then receives the text message from Johnson which reads, “Congrats, young fella. Nothing like the first one. Enjoy the big night!” James also uses the phone to video chat with some pre-school kids, take pictures with fans as he drives around the city and then actually make a phone call. In addition, James stops to get a haircut and chats with the patrons in the barber shop while posting a video from his phone before finally arriving at the arena for the game later that day. As he is walking to the locker room, he uses his phone to listen to music and then to send a tweet picture. The spot ends with the following on-screen, “The Next Big Thing is Here. Samsung Galaxy Note II” (THE DAILY).
PARTY TIME: In L.A., Matt Donnelly noted Samsung Tuesday night hosted an "after-party to celebrate the Heat's ring presentation at Miami's Soho House," where James "toasted his moment with close pals" (LATIMES.com, 10/31).