LeBron Poses Rhetorical Question, Addresses Backlash in New Nike Ad

By Kiran Aditham 

With the Miami Heat set to tip off the NBA season tonight against the Boston Celtics, it’s rather timely that W+K Portland unveils this Nike spot called “Rise” starring Heat forward and two-time reigning MVP LeBron James. Following his less-than-well-received ESPN special, “The Decision,” where James announced he was taking his talents to South Beach, the backlash that ensued was virtually unparalleled.

So, in this spot, James simply asks the viewer, “What should I do?” While not even close to being as creepy as Tiger Woods’ pre-Masters Nike spot, this LeBron clip (directed by Stacy Wall) seems to beg for the audience’s sympathy just as much. Still, it’s not half-bad and way more entertaining than Tiger’s entry, what with its nod to “The Decision,” a shout-out to noted LeBron critic Charles Barkley and even a cameo appearance by Don Johnson. Will it rehabilitate LeBron’s image at all in the eyes of those who loathe him, though? We doubt it. Credits after the jump.


Creative Directors    Alberto Ponte / Ryan O’Rourke
Copywriter    Caleb Jensen
Art Director    Taylor Twist
Producer   Erika Madison
Executive Creative Directors    Mark Fitzloff / Susan Hoffman
Agency Executive Producer    Ben Grylewicz

Production Company    Imperial Woodpecker
Director    Stacy Wall
Executive Producer   Doug Halbert
Line Producer   Dina Oberley
Director of Photography    Sal Totino

Editorial Company    Spot Welders
Editor    Robert Duffy
Post Producer    Carolina Wallace
Post Executive Producer    David Glean
Assistant Editor    Healy Snow

VFX Company    Public
VFX Supervisor    Tony Smoller
Flame Artist    James Allen
VFX Producer   Rachel Kaminek

Sound Company    Stimmüng
Sound Designer   Gus Koven
Producer    Jack Catlin / Ceinwyn Clark
Song (if applicable)    “Crockett’s Theme” by Jan Hammer
Color correction    Company 3
Colorist    Dave Hussey

Mix Company    Lime
Mixer    Loren Silber / Mark Meyuhas
Producer    Jessica Locke