Nike unveiled LeBron James' new commercial the day before the season opener. Titled "Welcome to Season 15", the latest ad campaign asks, "Why'd they go and poke the bear?" The bear, obviously, being King James.
The nearly one minute spot, which was unveiled Monday and is voiced by Idris Elba of "The Wire" and "Thor" fame, opens with King James walking down a corridor inside Quicken Loans Arena before flashing to snippets of an erupting volcano, a lion, and then the famous Instagram video of him working out in the gym right after the Cleveland Cavaliers lost the 2016 NBA Finals to the Golden State Warriors.
Andrew Schafer, CFO, president, account director, producer and strategist for Must Be Something notes, “He [Lebron James] didn’t go golfing, he didn’t go to Italy and hang out on a boat. He was in the gym. 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.
Nike Basketball posted the ad on Twitter, which you can see below: