If you're LeBron James, hell yes you can go home again.
The playbook calls for high drama as the King returns to the Cleveland Cavaliers after four years and a pair of championships in Miami. And this stirring spot from R/GA for Powerbeats2 wireless headphones from Beats by Dre delivers.
Intensity always runs high in this brand's sports-themed ads, but it's off the charts in "Re-established 2014," the campaign's 150-second centerpiece.
A shirtless, extremely determined-looking James pumps iron in a gym that bears his name at St. Vincent-St. Mary, his high school in Akron, Ohio. Images of his beloved hometown and personal flashbacks flit past. All the while, Hozier's rock-gospel anthem "Take Me to Church" swells on the soundtrack. In a voiceover, James' mom Gloria says, "This is the city that raised you. I'm so proud of you. Welcome home, son."
The clip is nearing 4 million YouTube views just two days after it was posted.
Shorter edits focus on different aspects of the big guy's love for Akron, including one with James' unequivocal commentary: "I mean everything to this city, and the city means everything to me." He's got the words "Akron Est. 1984" tattooed across his left shoulder, so I'm inclined to believe him. (The four-time NBA most valuable player no doubt has some fondness for Beats as well. As a shareholder, he reportedly made $30 million in June when Apple acquired the company for $3 billion.)
Just a year ago, his warm and fuzzy feelings for balmy South Beach were on display in this Nike commercial. We'll find out if James can still take the heat on Christmas Day, when the Cavs make their first visit of the season to Miami.
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CREDITS
Client: Beats by Dr. Dre
Head of Global Marketing: Omar Johnson
Vice President, Global Marketing: Jason White
Senior Marketing Director: Kevin O'Connor
Director of Advertising: Diallo Marvel
Executive Producer: Kerli Teo
Broadcast Producer: Ana Julfayan
Postproduction Producer: Cindy Chapman
Agency: R/GA
Creative Directors: William Esparza, Zach Hilder
Associate Creative Director: Lauren Smith
Senior Art Director: Rance Randle
Junior Copywriter: Kervins Chauvet
Global Account Director: James Stephens
Account Supervisor: Marco Koenig
Production Company: Sword Fight
Director: Nabil Elderkin
First Assistant Director: Giovanni Cotto-Ortiz
Director of Photography: Danny Hiele
Executive Producer: Justin Benoliel
Editing Company: Spot Welders
Editor: Leo Scott
Executive Producer: Carolina Sanborn
Post Producer: Brittany Neff
Assistant Editor: J.C. Nunez
Visual Effects Company: Shipping + Handling
Visual Effects Supervisor, Lead Flame Artist: Casey Price
Executive Producer: Brigitte Stanovick
Flame Assistant: Lauren Riedel
Sound Company: 740 Sound
Sound Artist: Rommel Molina
Sound Company: Innercircle Sound
Sound Engineer: Josh Eichenbaum
