Nike recreates LeBron James getting his 'Chosen 1' tattoo in new TVC

1 June 2018
How do you honour a titan like LeBron James? For Nike’s newest TVC, it would have been very easy to run through a list of records he’s accumulated on the court but most people already know those records and those who don’t have instant access to them via Google. In a clever creative move, Nike decided to throw it back to James’ early days.
Back in 2002, Sports Illustrated ran with a cover story on LeBron James. At the time, the sports and fitness magazine dubbed him the “Chosen One.” A few months later, that iconic phrase became an iconic tattoo on his back.
The TVC - simply titled, “Tattoo” - does the job of capturing the anxiety of getting your first tattoo as well as the magic of being on the brink of becoming the greatest. A young, unidentified man enters a tattoo parlour and hands an artist a note. “I wanna get this.” The tattoo artist looks at the note, then up at the young man, then back at the note and asks, “You sure this what you want?” “Yes, sir,” the young man replies. By the end, the young man is revealed to be LeBron James.

Watch the full clip below.
Rifumo Mdaka is a Johannesburg-based music writer who champions South African queer artists. When I’m bored, I watch iPhone keynotes and commercials. Read my website FDBQ Music and follow me on Twitter, @rifvmo

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