LeBron James' Nike Commercial Asks 'What Should I Do?'

Filed under: Cavaliers, Heat, NBA Fans, NBA Media Watch, NBA Videos

If you own the Internet, by now you have probably watched the new LeBron James/Nike/Wieden + Kennedy "sneaker ad". In case you haven't, do so after the jump.

I've read several folks comparing this to a political image rehab ad. Except what's key to me, and what makes this ad so freakin' brilliant, is that it doesn't look to defend or disown the Summer of Bron. The spot's refrain, "what should I do?" is defiantly rhetorical -- not only does he not want your answer, the character (and maybe the real James) doesn't know if there is one. It's not that he's asking the world to "agree to disagree," but rather, through the power of satire, ask if there's any stopping a runaway train.

And if there's not, well, the only possible answer is to acknowledge the absurdity of the situation and get on with your life. LeBron set out to make this offseason into a singular, memorable NBA event. He ended up doing so, just not in the way he, or anyone, could have anticipated. The Summer of Bron was as much about the intense, often unpleasant, disagreements over James' actions as anything he himself did or said. It was a spectacle, but not the way he planned it.

Ana Paula Lemes Ananda Lewis Angela Marcello Angelina Jolie Anna Faris