LeBron James seems to be everywhere these days. Not surprisingly, a new commercial starring LBJ has been posted on YouTube.
LeBron James is not just the man of the hour. He is the man of the year. He is perhaps the single most covered athlete in North American sports; possibly the world. It has been this way ever since that fateful Summer in 2010.
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So when news of the 4 time NBA MVP and 2 time champion appearing in a Sprite YouTube commercial hits, people tend to brush it off. It is not really news. The man is on McDonalds adds with a CGI version of the Monopoly Man for Pete’s sake.
Yes, King James has had a sponsorship deal in place with Sprite for some time now. But this advertisement is surprisingly sentimental. There are signs underlying the commercial overtones of the Coca Cola Company; signs of genuine joy. LeBron might have pulled the greatest modern day PR move (following the worst in 2010) by issuing that now famous “I’m coming home” letter to Sports Illustrated. But watching this ad, one cannot help but believe there is a actual candor in his voice, expression, and tone.
Reading into product placement is never a great idea. But to say that this commercial does not have any value beyond aesthetics is a little short-sided. Who knows, really? It could be wishful thinking. Sometimes, we are all guilty of searching desperately for deeper meaning.
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