W+K has a new ad for Nike, promoting the launch of its new LEBRON 12 sneaker today with a celebration of LeBron James’ return to Cleveland directed by the Malloy Brothers.
Yes, that’s right: another LeBron James ad about the star’s return to Cleveland. This follows on the heels of Translation’s spot for Sprite (which we wrote about yesterday) and R/GA’s “Re-Established 2014” for Beats, which deal with the exact same subject, as well as the recent Kia spot from David&Goliath, also starring James. Nike’s new spot will run tonight during the Cavs first home game, when it’s theoretically possible that ads featuring James will run back-to-back-to-back.
So there’s a bit of an oversaturation issue with this message, to put it mildly. But how does W+K’s version compare to the others we’ve seen? It might actually be the most melodramatic of the bunch. It opens on James giving a pep talk to his team about giving their all for the city of Cleveland. Soon the entire city is in a huddle, chanting, “Forward! Together!” It’s well-shot, in black and white, but the message comes across as a bit over-the-top, all the more so given the story’s overexposure. The spot will continue to run through November 17th.
Credits:
W+K PORTLAND
Global Creative Directors: Alberto Ponte / Ryan O’Rourke
Interactive Director: Dan Viens
Copywriter: Jordan Dinwiddie
Senior Art Director: Jason Campbell
Art Director: Emma Barnett
Agency Executive Producer: Matt Hunnicutt
Agency Producer: Chris Capretto
Head of Production: Ben Grylewicz
Executive Creative Directors: Joe Staples / Mark Fitzloff
Account Management: Jordan Muse / Katie Gurgainus / Ricardo Hieber
Interactive Producer: Keith Rice
Senior Interactive Producer: Ben Oh
Director of Interactive Production: Patrick Marzullo
Business Affairs Manager: Laura Caldwell
PRODUCTION
Production Company: H.S.I.
Director: The Malloys
Executive Producer: Rebecca Skinner
Managing Director: Michelle Ross
Head of Production: Doron Kauper
Line Producer: Line Postmyr
Director of Photography: Adam Kimmel
Sports Coordinator: Antoine Stoudamire
EDITORIAL
Editorial Company: Spotwelders
Editor: Robert Duffy
Asst. Editor: Sophie Kornberg
Post Executive Producer: Carolina Sanborn
VFX
VFX Company: The Mill
VFX Creative Director: John Leonti
VFX Executive Producer: Sue Troyan
VFX Producer: Jordan Sharon
VFX Supervisors: John Shirley
Colorist: Adam Scott
MUSIC + SOUND DESIGN
Artist: Atticus Ross
Music Company: Barking Owl
Sound Designer: Michael Antanasi
INTERACTIVE: HPTO and Banners
PRINT: Newspaper and OOH
MIX
Mix Company: LIME
Mixer: Loren Silber
Producer: Jessica Locke