LeBron James delivers a stirring narration in a new Nike basketball spot that kicked off as his team, the Cleveland Cavaliers, began defending their NBA championship last night (beating the New York Knicks on opening night).
Throughout the black-and-white film, James's voiceover repeats the words "You're not supposed to be here" as we see footage of young players from elementary school upwards overcoming the odds on the basketball court. Although James is describing his own journey and that of his team, which overcame a 3-1 deficit to win against the Golden State Warriors in the NBA Finals last season, the message is also an inspirational call to action for young players who think they will "never make it out of your hometown." James himself appears at the end of the spot, after various young players have been seen recreating some of his defining moments.
Mark Romanek at Anonymous directed the ad for Wieden & Kennedy Portland. It will run on TV and online, and will be accompanied by an OOH campaign celebrating players across the league in their local cities. The outdoor advertising will run in Cleveland (LeBron James, Kyrie Irving), Oakland / San Francisco (Kevin Durant), Indianapolis (Paul George), Boston (Isaiah Thomas), Toronto (DeMar Derozan), Los Angeles (D'Angelo Russell, Julius Randle, Jordan Clarkson) and Chicago (Anthony Davis.)