Nike on Thursday "launched a stirring advertisement" coinciding with the Cavaliers' season opener against the Knicks to celebrate LeBron James' "homecoming in Cleveland," according to Tom Withers of the AP. The two-minute, black-and-white ad titled "Together" opens with James "being introduced before a home game." As the team gathers at midcourt, James "implores his teammates -- including a cameo by all-star guard Kyrie Irving -- to work hard." He "tells them they 'owe' Cleveland something." Fans then begin "trickling down to the floor to join the Cavs in a tight circle as others flock from around the city to Quicken Loans Arena." Soon, Clevelanders, "their arms wrapped around each other's shoulders, bob and chant in unison with James in the middle of them." The spot "includes exterior shots of some Cleveland landmarks" like the arena, Terminal Tower and several restaurants. There are "cameos by James' mom, Gloria, and his high school coach, Dru Joyce, as well as children from the star's family foundation" (
AP, 10/30). In Cleveland, Joe Vardon writes the commercial is "powerful scenery, made even more so by the words James speaks in the huddle." James says in the spot, "Everything that we do on this floor, it's because of this city. We owe them. We're gonna grind for this city. They gonna support us but we gotta give it all back to them." Vardon writes James' words are "a seemingly perfect summation of the feelings James, the Cavaliers, and their legions of fans all had after a summer of incredible fortune" (
CLEVELAND.com, 10/30). ADWEEK's Tim Nudd wrote the Nike ad is "suitably goosebump inducing." Nike Basketball partnered with Wieden + Kennedy for the spot, which "was directed by the Malloy Brothers" (
ADWEEK.com, 1030). AD AGE wrote if you are a Cavaliers fan -- "or maybe just a fan of basketball, or even just a fan of emotionally manipulative Nike commercials" -- the ad "is for you" (
ADAGE.com, 10/30).
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Beats' banner featuring James is just one way the
company is getting their name out there |
OTHERS CASHING IN: In Cleveland, Marc Bona noted Beats By Dre is "getting its money's worth -- on the court, outside the arena and on television." An ad for the company that debuted earlier this week and features James in "hardscrabble Akron mode was shown during the second quarter of the game on TNT." The "iconic image also adorns the side of a downtown building" (
CLEVELAND.com, 10/30). Also in Cleveland, Janet Cho noted a banner depicting James with oustretched arms performing his signature chalk throw was installed prior to Thursday's game, the "first time in four years that James' image has appeared on the side" of Sherwin-Williams' HQs.
A "brightly-colored Sherwin-Williams banner was dismantled last week to prep the space for James' larger-than-life, black-and-white image" (
CLEVELAND.com, 10/30).
BITTER CHILL: In Miami, Greg Cote wrote he is "sick of the sappy LeBron homecoming ads," especially the one "with mom Gloria sounding all sweet and motherly." That is "opposed to that night in Miami when she was drunkenly brawling with a valet" (MIAMIHERALD.com, 10/30).
