Don't Even Try to Skip Through LeBron James' Workout Routine
Powerade and Wieden & Kennedy Play on Short Attention Span
Oct 18, 2013
Powerade teams up with LeBron James and Wieden & Kennedy for a 53-minute long film that painstakingly shows the typical workout routine for the basketball star. But don't you dare try and skip it -- life doesn't work that way. LeBron Time is housed on a special site, and was built with production company Haus. If you try to fast forward through the action, you're rewarded with a video of Mr. James admonishing you, delivering some words of wisdom, and overall making you realize that distractions -- and short attention spans -- just have no place when playing a game. The spot promotes Powerade Zero Drops.
It's not the first time we've seen video skipping being used for creative purposes. The Aussie Federal Police changed up the YouTube skip button into an actual action earlier, showing viewers photos of missing people and asking them to choose whether they had seen them or not.