The new Lebron James Commercial for Samsung Galaxy is pure branding genius. Lebron, arguably the greatest living basketball player is fresh off an NBA Title and trying to get back on the marketing map. His reputation has taken a big hit after leaving Cleveland for Miami which made him go from the guy everyone loved to the guy everyone (outside of Miami) hated.
Samsung is aggressively going after their main competitor, the Apple iPhone to win some market share in the mobile phone space. They partnered up with Lebron as his endorsement star is back on the rise after winning that ring last year. They position this “day in the life” campaign that shows their many great features in use by a huge mega star doing every day things with his phone.
This “real” look into his world is a definite WIN from a branding standpoint for both Samsung and Lebron James. It makes him seem more real, relate-able and approachable while still saying to the public “Hey Lebron uses it, so should you”!
In the end it makes me like both products more. What more could a commercial ask for? If you haven’t seen it just click the image and enjoy!