Comments on: The LeBrons

By: Glen

Glen — Wed, 29 Nov 2006 14:04:47 +0000

Sorry about the grammar…I tend to write these things in bits and piece it all together at the end.

By: Glen

Glen — Wed, 29 Nov 2006 13:46:49 +0000

When I first saw these commercials, I immediately identified each character as humorous takes on cultural stereotypes within the black community – the hip-hopped “baller,” the old-school “pops” and the ever-snappy “kid.” It’s as if these characters were ripped directly from a Boondocks comic strip, or as you mentioned, a Eddie Murphy movie.

These characters and the act of one person playing multiple parts is a long standing tradition in black comedy and theatre. It’s the amount of humility shown by LeBron that is extraordinary given his fame & age and new in the realm of basketball advertising.

By: Grant

Grant — Wed, 15 Nov 2006 10:29:41 +0000

Clay, thanks! Grant

By: Clay Parker Jones

Clay Parker Jones — Mon, 13 Nov 2006 19:19:49 +0000

Great post. I wrote briefly about it but failed to get as deep as you have here. I–and many of my basketball-playing and -loving friends–are enamored with these new ads. They’re wonderfully complex, right down to the music choices, the art direction and the continued theme of four LeBrons.

As to the meaning of having four LeBrons, I feel like you’re getting closest with the last analysis. These four characters are examples of the things that have an affect on his life, or could be seen as parts/facets of his identity. After all, he’s only 21, seems to have the game of someone MUCH older, is a dedicated athlete/teammate and seems to be a savvy businessman who is excited by his newfound riches.

As far as RJ’s comments, I agree that there are certainly more important things in the world. But these are truly beautiful ads. Should we be unexcited by things that are interesting and well-made, just because there are more pressing issues at hand in the world? I’d say no to that.

And I certainly don’t believe that many other athletes could have filled-in for Mr. James in these spots. The behind-the-scenes bits prove this point.

After all, “Dunk contests are bourgeois.”

By: Grant

Grant — Thu, 09 Nov 2006 16:09:09 +0000

Tom, thanks! Grant

R.J. so how many high priced sports celebs have done this? Why so few? How many would do this? Why so few(er). How many could do this? He’s it. Best, Grant

By: R.J.

R.J. — Thu, 09 Nov 2006 01:29:02 +0000

One danger of being an ads guru is overestimating their impact. We want the things we’re passionate about to be of great significance, even if they’re not.

Come on –
Lebron put on a few costumes. Turns out he’s also capable of varying his voice in a few ways. And wears or will wear at least four hats in life — does this make him unique among NBA players, or human beings? He’s a terrific ball player, but a million people could’ve starred in the same ads just as effectively.

Courageous, brilliant, inspired? The world was surprised? Please. The world is worrying about other things. How about coming back to earth.

By: Tom Guarriello

Tom Guarriello — Tue, 07 Nov 2006 22:03:55 +0000

Well, that’s one great post, Grant.

LeBron James has fascinated me since I first heard of him from my Ohio-residing college basketball obsessed daughter, who told me about him when he was a sophmore.

Athletes develop poise in their sports over time. James had it in NBA doses when he stepped on the court for the first time. You don’t perform at that level in that context without having a significant storehouse of assets that go far beyond vertical leap. If anyone was ever ready to step from high school to the NBA, it was LeBron James.

This kid’s smart and very together…so far. Resisting the amazingly forceful powers of fame early and often has undone plenty of talented young people. I don’t think that’s the case with James, but the pressures are demanding.

I haven’t seen the ad yet…headed over to YouTube now.