Creative Advertising

LeBron and Bronny James Team Up Again in Heartwarming Holiday Ad for Beats by Dre

The campaign, from agency of record Translation, uses never-before-seen family footage

A black and white photograph of LeBron James and his son Bronny from when Bronny was a kid — “Fatherhood” could have easily been a Father’s Day campaign, but Beats dropped it now for a few specific reasons.Translation, Beats by Dre

By T.L. Stanley

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Beats by Dre, taking an unconventional approach to a holiday ad, dug through some private archives and came up with a montage of images of LeBron James and his son, Bronny, giving viewers a heart-tugging peek into their bond.

Among the visuals: LeBron cuddling with the infant Bronny, play-wrestling with him as a tween and marking birthdays, violin recitals, fishing trips and, of course, basketball games.

It’s not the first time this father-son duo have starred in a Beats ad.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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