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
Editor's Pick
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.
Credits
- Date
- Oct 27, 2022
- Client :
- Beats by Dre
- Agency :
- Translation
- 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 :
- Pariah
- Music Director :
- Alexis French
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