At 34 years of age, NBA megastar LeBron James has an army of haters telling him he’s past his peak. But now LVMH-owned luxury luggage brand Rimowa has tapped into this hate in a powerful new ad.
“It’s been a long road man,” James says to open his monologue.
It comes after the video plays a snippet of a newsreader asking the question: “how many years does LeBron have left?”
Despite being recently valued at $US450 million, the ad depicts a vulnerable James, alone on the road and only contacting his loved ones via FaceTime.
There’s an early hint that a luggage brand might feature, with James saying, “if you never leave, you never learn. You’ve gotta be comfortable being uncomfortable”.
Directed by Philippe Tempelman and filmed by BWGTBLD Berlin, the powerful ad also touches on powerful social issues like police brutality and education for underprivileged children, showing the school James recently opened in his hometown of Akron Ohio.
According to James’ Instagram, the new ad is solidifying an existing relationship.
It is part of Rimowa’s ‘Never Still’ campaign, which has so far featured the likes of Swiss tennis star Roger Federer and celebrity chef Nobu Matsuhisa.
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Commonwealth Bank and Cricket Australia have today announced the renewal of its long-running partnership for a further three years, extending its commitment to the game at all levels. Partnering with Cricket Australia for more than 30 years, Commonwealth Bank has had a significant impact on many touch points across the game. In particular, the bank […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]
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SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
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Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]