Stop crying crucifixion & play ball
Hoodwinked: LeBron James shows no remorse, no real love for Cleveland in slickad fail
LeBron James as wild west villain, as action star, as beat poet, as demolition man — all are covered in the just-released Nike ad campaign designed to revamp the fallen star's image. In the commercial, James is pictured first in a studio chair, addressing his critics and the camera with a so-serious "What should I do?"
He's pictured removing his "Chosen 1" tattoo, accepting his Hall of Fame induction in an empty room, and watching his banner fall from the walls of the Q Arena. It's powerful, it's pretty — it's good advertising.
The ad will air on television for the first time today, the same day James makes his debut as a member of the Miami Heat in a nationally televised game that kicks off the NBA season (the Houston Rockets play the LA Lakers in the second game of the TNT opening night doubleheader). Of course, James infamously bolted his home state Cleveland Cavaliers for South Beach in his ESPN "Decision" special.
His new ad's drawn comparisons to the Tiger Woods ad — the one featuring Tiger's dead father — that Nike released after the golf giant's scandal last year (though the gravity of the two men's "mistakes" can hardly be compared). But James' same flippancy is there — as when he addresses Charles Barkley with a wink and a "Hi, Chuck," openly mocking his predecessor for his own "I am not a role model" revamp.
In that moment, the ad loses all authenticity. James has no guilt, he feels no sense of obligation to his hometown fans — he plays the martyr, down to the campaign's title.
To sum up: it left me liking James still less and wondering whatever happened to Don Johnson. Watch below: