After his summer as a free agent, and his declaration on a live ESPN special, ‘The Decision’, that he would leave his hometown team for Miami Heat, American basketball star LeBron James’ character was under fire. It became a necessity to wipe the slate clean and reframe the conversation. To do so, we created a 90 second TV spot addressing LeBron’s critics head on. The result was a thought-provoking piece that fueled discussion and ultimately caused the public to reevaluate the expectations they had placed upon LeBron.
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