D-Rose & LeBron James try and keep it real in new TV commercials but are you buying it?
November 1, 2013
But you’re rich, bitch!
In keeping with the start of the NBA season a spate of new TV commercials just dropped featuring two of the sport’s biggest stars: Derrick Rose of the Chicago Bulls and the Miami Heat’s LeBron James. D-Rose shills for Adidas while King James is rocking the new Galaxy phone from Samsung.
From the talent to the products, these are glossy, high-end films in every sense of the word.
Yet, I don’t love them. It’s hard to put my finger on why. Yes, I’m not a particularly huge NBA fan (even if I grew up during the Jordan-era Bulls), nor am I between 18 and 34 years old. Goes without saying I’m not African American. But given I make ads for a living I doubt my opinion about these campaigns has anything to do with targeting and demographics. I’m mostly impervious to that.
What bugs me about these commercials is the tension I feel as both athletes wrestle with being real and ridiculously rich and famous at the same time.
Rose’s script literally is about that tension. He says: “You can take away the money, the cars, etc…” Because Rose is such a likable young man (soft spoken, team player, loves his city, his mom, etc) he almost pulls it off. But in the end the spot comes dangerously close to coming off as a humblebrag on his part. ‘Even though I’ve got all this stuff none of it matters.’ Easy for you to say, D. I get that he’s talking about the life. I just can’t relate. Moreover, I don’t want to.
The issue I have with LeBron’s work is more conspicuous because he’s more conspicuous. James is by far the biggest star in the NBA, delivering back-to-back championships for his team in South Beach. With more undoubtedly to come. In addition to his gaudy stats, he is also infamous for his hubris-laden “decision” regarding where he was “taking his talents” and where he was taking them from.
For a lot of people, LeBron James is still an anti-hero, one of those people you love to hate. Those people should probably get a life. Still, there is something preternatural about LeBron’s aura. And he made it that way. Which is why I just don’t buy this dad-in-the-driveway act. Are we to believe LeBron has a hoop over his garage? Come on. You know as well as I do he has a whole goddam basketball court in his house. Maybe two. While playing a regular guy chilling with his family may bring smiles to LeBron’s PR machine, I’m not there.
Don’t get me wrong. I think LeBron James has an awesome TV presence. When he’s King James or the old school version of himself or any number of other tongue-in-cheek characters he’s played so effectively. But an Everyman?
Certain stars are just too f—king big. We may adore them. We may aspire to be them. But we can’t relate to them as neighbors or drinking buddies or anything so mundane. Like Tom Brady, Bono or Lady GaGa some stars should just stay stars. When they act “as if” it kind of pisses me off. Just saying…