SBD/November 1, 2012/Marketing and Sponsorship

LeBron James Endorses Samsung's Galaxy Note II; New Spots Debut Around NBA Opener

Heat F LeBron James will be “promoting the new Galaxy Note II as Samsung's latest celebrity spokesman,” according to Damon Poeter of PCMAG.com. In James’ current ad for Samsung, viewers "get a peek at a ‘day in the life’ of the NBA's top dog as James plays around on the Galaxy Note II with his family at breakfast, receives an encouraging text from Magic Johnson, video chats with young fans, and watches footage of a spectacular dunk with pals in the barbershop where his famously receding hairline is maintenanced by laughing staff” (PCMAG.com, 10/31). DIME magazine’s Andrew Greif wrote the NBA’s opening night is “a chance to see what creative agencies have been working on with the NBA’s best for new ad campaigns.” One of the “best to debut in the last week is LeBron James’ spot for Samsung, where he spends a day in Miami prepping for ... Opening Night.” The ad concludes "as he preps for opening night and even introduces in a very meta moment the gold-trimmed LeBron X’s he was wearing specially for the first regular-season game since Miami’s NBA title last June” (DIMEMAG.com, 10/31). 

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).
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