As the stage sets around LeBron James' pep talk to his Caveliers, Cleveland falls silent. The city unites around their team because this time around, it's more than just a game. "Together" on six, "Cleveland" on three!
iSpot Review — November 4, 2014
Community unity is the name of the game in Nike's TV ad for Lebron's return to Cleveland.
Lebron's team captain speech before game time becomes infectious throughout the city of Cleveland, and young and old, rich and poor alike all converge in what can only be seen as a healing huddle where Lebron implores not only his teammates, but his city to all work hard and together.
The ad turns the sentimentality dial up to eleven on viewers. It could be a bit much for some, but for those invested in the story of sport and, particularly, basketball; the resounding team spirit that the creative is able to elicit carries the day.
We all want to get pumped up before a big moment, and for Cleveland sports, there have, arguably, not been many bigger moments.
The ad's use of black and white, the sound track, even Lebron's speech all have a certain heaviness and shadow too them. Yes, this is exciting for Cleveland, but it's been very dark, and it's going to take work to bring back the light.
The entire creative execution manages this consistent emotional tenor in both image and sound. This high-quality execution of a creative idea connecting with an impassioned audience is what leads to the ads success.