LeBron James is ready to get back to work.
Actually, he’s been ready since his Cleveland Cavaliers lost the NBA title to the Golden State Warriors in June. Tonight, he’s back on the court.
To celebrate the four-time league MVP and three-time champion’s return, Nike Basketball unleashed a 60-second spot from Portland, Ore., creative shop Must Be Something that weaves together lovely voiceover work from actor Idris Elba with existing footage from NBA games, events and James’ own Instagram.
See the spot here:
“LeBron has always been the lion, King James,” said Andrew Schafer, CFO, president, account director, producer and strategist for Must Be Something. (The shop has only five employees, so he’s a jack-of-all-trades.) “The work was meant to signal the beginning of [his] 15th season and kind of put the league on notice that he’s back, stronger, better, faster, more terrifying than ever on the basketball court.”
The spot launched yesterday and is running on social media. Nike Basketball posted the ad on Twitter.
“He didn’t go golfing, he didn’t go to Italy and hang out on a boat. He was in the gym,” said Schafer. “The Instagram video on there, that’s him literally back in the gym the next day [after the Cavs’ loss] getting ready for tonight, essentially, when they play the Celtics in the first game of the season. He’s on a mission.”