Nike and Lebron released a new spot this week, "Basketball Never Stops," which certainly seems like a follow-up and continuation of Nike's basketball focused campaigns during the NBA lockout. In the spot, "Basketball Never Stops," Lebron works out and takes shots by himself as the city shuts down and turns off its lights around him. He is alone, looks angry and the feeling of melancholy that is brought on by the Frank Sinatra song is undeniable.
Last week Celebrity Pitch featured the ad "Love The Game No Matter What" for the Jumpman23 brand – "Dwyane Wade, Chris Paul, and Carmelo Anthony Love The Game No Matter What". The "Love The Game No Matter What" spot is unique in its approach, and the ad promoted the player's brands as much as Nike's. Plus, it was funny and made the viewer believe that the players really do love the game, and want to play – despite the lockout.
Where the Jumpman23 spot is entertaining, hopeful and just plain enjoyable, this spot alienates Lebron from fans and society in general. This ad just amplifies Lebron's tarnished celebrity brand image…again.
This spot does nothing for Lebron's image or brand.
This spot does nothing for the game of basketball or the NBA.
This spot does nothing for Nike.