Nike Finds Sweet Inspiration

NEW YORK Sometimes all you need is game footage and a great piece of music. Of course, it helps if you cast a superstar athlete as the lead. This new Nike spot, which broke last night during the NBA finals, stars LeBron James and celebrates the Cleveland player’s astounding performance in Game 5 of the Eastern Conference finals. Although it’s a celebratory spot, Wieden + Kennedy, Portland, Ore., chose to go the moody, soulful route. Shot in black and white, the clip focuses on a single high-flying dunk set to Bob Dylan’s “I Shall Be Released,” sung by Marion Williams and the Sweet Inspirations. As he makes his shot, LeBron is showered in photo flashes, and title cards first remind viewers, “We are all witnesses,” and then invite them to “believe at nikebasketball.com.” Although Cleveland lost last night, the team anticipates an exciting contest for the championship trophy.