Creativity

LeBron James Narrates an Inspirational Nike Ad as Cavaliers Defend Their Title

Ad Centers Around the Line 'You're Not Supposed to Be Here'

By Alexandra Jardine. Published on Oct 25, 2016

Editor's Pick

LeBron James delivers a stirring narration in a new Nike basketball spot that kicked off as his team, the Cleveland Cavaliers, began defending their NBA championship last night (beating the New York Knicks on opening night).

Throughout the black-and-white film, James's voiceover repeats the words "You're not supposed to be here" as we see footage of young players from elementary school upwards overcoming the odds on the basketball court. Although James is describing his own journey and that of his team, which overcame a 3-1 deficit to win against the Golden State Warriors in the NBA Finals last season, the message is also an inspirational call to action for young players who think they will "never make it out of your hometown." James himself appears at the end of the spot, after various young players have been seen recreating some of his defining moments.

Mark Romanek at Anonymous directed the ad for Wieden & Kennedy Portland. It will run on TV and online, and will be accompanied by an OOH campaign celebrating players across the league in their local cities. The outdoor advertising will run in Cleveland (LeBron James, Kyrie Irving), Oakland / San Francisco (Kevin Durant), Indianapolis (Paul George), Boston (Isaiah Thomas), Toronto (DeMar Derozan), Los Angeles (D'Angelo Russell, Julius Randle, Jordan Clarkson) and Chicago (Anthony Davis.)

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About

Credits

Date
Oct 25, 2016
Agency:
Wieden + Kennedy Portland
Client:
Nike
Global Creative Director:
Alberto Ponte
Global Creative Director:
Ryan O'Rourke
Interactive Director:
Dan Viens
Copywriter:
Jordan Dinwiddie
Art Director:
Jacob Weinstein
Integrated Production:
Matt Hunnicutt
Senior Integrated Producer:
Molly Tait Tanen
Production Assistant:
Emily Knight
Digital Producer:
Keith Rice
Art Production:
Amy Berriochoa
Art Production:
Krystle Mortimore
Project Management:
Emily Norman
Senior Design Manager:
Simone Takasaki
Studio Designer:
Edgar Morales
Retoucher:
Greg Radich
Retoucher:
Frazer Goodbody
Motion Productionist:
Jeff Ackley
Design:
Jeff Ackley
Strategic Planning:
Andy Lindsblade
Strategic Planning:
Nathan Goldberg
Strategic Planning:
Reid Schilperoort
Media/Comms Planning:
Danny Sheniak
Media/Comms Planning:
John Furnari
Media/Comms Planning:
Brian Goldstein
Media/Comms Planning:
Anthony Holton
Account Team:
Chris Willingham
Account Team:
Katie Gurgainus
Account Team:
Erid Watkins
Account Team:
Simone Jackson
Senior Business Affairs:
Laura Caldwell
Broadcast Traffic:
Stefanie Goodell
Broadcast Traffic:
Andrea Sierra
Production Company:
Anonymous Content
Director:
Mark Romanek
Executive Producer:
SueEllen Clair
Line Producer:
Bridgette Pugh
Line Producer:
Tom Martin
Director of Photography:
Adam Arkapaw
Production Designer:
Jeffrey Higinbotham
Editorial Company:
Spot Welders
Editor:
Robert Duffy
Assistant Editor:
Sophie Kornberg
Post Producer:
Lisa English
Executive Post Producer:
Carolina Sanborn
VFX Company:
The Mill
VFX Lead Artist:
John Shirley
2D Artist:
James Allen
2D Artist:
Adam Lambert -
2D Artist:
Kelsey Napier
Senior VFX Producer:
Enca Kaul
VFX Producer:
Anastasia Von Rahl
VFX Supervisor:
John Shirley
Color Company:
Company 3
Colorist:
Stefan Sonnenfeld
Color Producer:
Ashley McKim
Music Producer:
Rick Rubin
Music Producer:
Jonathan Sanford
Music Production:
Human
Composer:
John Christopher Barnes
Music Production:
Rick Rubin
Composer:
Jason Lader
Sound Designer:
Matt Miller
Sound Design Company:
Lime Studios
Song:
Here You Are
Music/Sound/Mix:
Human Worldwide
Music Executive Producer:
Susie Boyajan

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