"Akron Est. 1984" is inked into his body -- so are his childhood memories. Rewind and move forward with Powerbeats2 Wireless by Beats Audio.

iSpot Review — November 7, 2014

Did LeBron James have a "Come to Jesus" moment when he decided to leave Miami and return to Cleveland? Maybe it's simply that his sacrifice to the gym borders on religious. Either way, he and Beats Audio want to take us to church.

In this ad for PowerBeats2 Wireless, Beats makes obvious the object of LeBron's devotion.

"Made in Akron," a building mural spells out the setting.

"Welcome home," a woman's voice calls out the story.

LeBron's high school, St. Vincent - St. Mary, enters the shot and the athlete steps back out onto an empty Fighting Irish basketball court.

"Amen," Hozier sings out the symbolism.

"Take Me to Church" is the anthem viewers hear, as Beats reveals a bruised and battered town, punctuated by empty fridges and neighborhood demolition.

The long commercial builds to LeBron's intense workouts. We see the sacrifice he is willing to make for his hometown. And the workouts are accompanied by LeBron's PowerBeats2.

The emotion evoked in the creative is ultimately one of faith - a call to faith, more precisely, aimed at the cities of Akron and Cleveland. It is an effective and enthralling ad that cleverly promotes an unspoken partnership between the city, LeBron and the Beats that power his workouts.

Advertiser Profiles
Scene Location
Akron, OH
Actors - Add
LeBron James ... Athlete
Haworth Marketing & Media (Media Agency)

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