LeBron James and son Bronny compete in Beats spot marking its deal with the 18-year-old

Spot by Translation sees them both listening to music of their choice

Published On
Oct 27, 2022

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LeBron James takes on his 18-year-old son, Bronny, in a new spot for Beats by Dr. Dre that sees each using the headphones to listen to their music of choice on the basketball court.

The spot comes as Bronny officially joined the Beats roster as its first high school name image license (NIL) signing. (He also signed a deal with Nike earlier in the month, estimated to beworth $1 billion.)

The ad, by Translation, debuted on Beats’ social media channels ahead of the NBA season opener. Signifying the juxtaposition of two different eras, it shows LeBron preparing to practice while listening to one of his favorite genres–classical music. Meanwhile, Bronny blasts an unreleased track from rapper and Apple Music's Up Next artist SoFaygo.

The two take each other on, but then their game is interrupted by LeBron receiving a call on his headphones from his wife, asking if they want sushi or tacos. Inevitably, each opts for something different. 



Oct 27, 2022
Client :
Beats by Dre
Agency :
Founder/Chief Executive Officer :
Steve Stoute
President :
Ann Wool
Chief Marketing Officer :
Chaucer Barnes
Chief Creative Officer :
Jason Campbell
Group Creative Lead :
Castro Desroches
Group Creative Lead :
Aryan Aminzadeh
Art Director :
Kevin Lu
Copywriter :
Karan Raikar
Head of Client Services :
Susanna Swartley
Executive Group Account Director :
Alyssa Ramsey
Account Director :
Chloe Williams
Account Supervisor :
McKenzie Cooper
Account Executive :
Jordyn Diato
Assistant Account Executive :
Morgan Lee
Executive Director of Engagement Planning :
Joel Rodriguez
Director of Context Planning :
Quinn Frehner
Context Planner :
Sam Canti
Junior Context Planner :
Kiara Navarro
Social Content Director :
Jonathan Fouabi
Social Art Director :
Eva Delacruz
Content Creator :
Micole Guevara
Community Manager :
Ish Islam
Copywriter :
Duane Harris
Chief Strategy Officer :
Sandi Preston
Senior Strategist :
Hezekiah McCaskill
Group Data Strategy Director :
Deb Welch
Director of Data Strategy :
Rob Hiter
Head of Production :
Alison Hill
Executive Producer of Social & New Media :
Alice Cottle
Associate Producer :
Ashley Pineda
Director of Project Management :
Matt DeSimone
Senior Project Manager :
Sadie Langemo
Senior Project Manager :
LaToya Newton
Junior Project Manager :
Giovanna Lambroia
Director of Business Affairs :
Librado Sanchez
Business Affairs Manager :
Paul Rodarte
Chief Marketing Officer :
Chris Thorne
Head of Brand :
Grace Wong
Brand Director :
Tom Kydd
Creative Director :
Alex Bowring
Head of Production :
Michael Refuerzo
Producer :
Brittany Cammisa
Senior Project Manager :
Jessica Lin
Head of Sports Marketing :
Aminah Charles
Head of Music Marketing :
Ed Alexander
Social Lead :
Abby McCormick
Social Project Manager :
Christina Collins
Head of Corporate Communications :
Sarah Joyce
Public Relations Manager :
Alexis Johnson
Head of Global Media :
Ashley Hartley
Principal Legal Counsel :
Susan Chasnov
Head of Business Affairs :
Marnie Nieves
Manager Business Affairs :
Laney Gilani
Director :
Lance Acord
Production Company :
Park Pictures
Photography :
Ronan McKenzie
Edit :
Robert Duffy
Edit :
Spot Welders
Color :
Daniel De Vue
Finishing :
Music Director :
Alexis French

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