W+K Brings LeBron, Cleveland ‘Together’ for Nike

By Erik Oster 

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

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