Even if you are not exactly the biggest fan of LeBron James, you might end up being, after seeing this video for Samsung starring the basketball player. Created by 72andSunny, the YouTube spot imitates a day in the life for James. It was launched during the NBA season opener between the Miami Heat and Boston Celtics earlier this week, and shows the player preparing for the big game, with his Samsung device in hand, of course.
The 90-second film is part of a larger, documentary style "slice of life" campaign out of 72andSunny. Another spot, "I Promise," which is a tribute to the kids of the LeBron James Family Foundation, also premiered the same night as LeBron's Day. Shorter cuts of the "Day" film have also been created. Mark Romanek at Anonymous directed the films, which have an easygoing, loveable feel to them.
The ad was filmed a week before the game, but tries to stick as close to what might actually happen on that day. Read more about it in behind the work.