La dernière publicité de Beats By Dre avec LeBron James

« Ta maison est à Akron. Tu as grandi dans cette ville. Je suis si fier de toi. Bienvenue à la maison, fils. » Tels sont les mots prononcés par Gloria James, la mère de LeBron James dans la dernière publicité de la marque Beats By Dre, « Re-Established 2014 ». 


Le départ de LeBron James de Miami vers sa « franchise natale », les Cleveland Cavaliers, a été le grand transfert de cet été en NBA, qui a pris de court bon nombre de personnes. Mais ce départ n’a rien de surprenant pour le natif d’Akron dans l’Ohio, qui a par ailleurs tatoué « Akron. Est. 1984 » sur son corps. A quelques jours de son grand retour à Cleveland (la NBA reprend le 28 octobre, les Cavs jouant leur premier match, à domicile, face aux Knicks de Carmelo Anthony le 30 octobre), LeBron James s’est préparé de manière assidue pour s’assurer de ne pas manquer son retour (« Re-establishment ») et le retour de la légende LeBron.

La publicité, qui fait la promotion des écouteurs Powerbeats2 Wireless, est un mélange de scènes de travail intense de LeBron James dans la salle de sport de son gymnase où il a évolué en tant que scolaire (aujourd’hui appelé la LeBron James Arena) et d’images de sa vie à Akron, le tout conté par sa mère, Gloria James, célébrant le retour du fils prodigue. On y voit un LeBron James déterminé – il a perdu près de 10kg à l’intersaison suite à un régime drastique – à écrire ce qui sera le plus grand chapitre de sa carrière, accompagné d’un nouveau duo de fidèles lieutenants, Kyrie Irving et Kevin Love.

Une publicité intense donc comme Beats By Dre sait maintenant très bien le faire depuis son grand coup lors de la Coupe du Monde. La musique, « Take Me To Church » d’Hozier, ajoute une dimension quasi religieuse à cette publicité de 2 min 32 qui fait quasiment office de début de mini-film pour l’occasion.Mais cette publicité reste que la partie visible de l’iceberg puisque la marque a réalisé plusieurs contenus courts autour du retour de LeBron James, de sa vie et de son éducation à Akron :

A noter que Beats By Dre a signé LeBron James avec un contrat 30 millions de dollars par an et qu’il est donc certain de voir le joueur des Cleveland Cavaliers et la méga-star de la NBA porter les produits de la marque les jours de match, malgré l’arrivée proche de sanctions de la NBA qui veut protéger son nouveau partenariat avec Harman, à la manière de ce qu’a fait la NFL avec Colin Kaepernick qui portait lui aussi un casque Beats By Dre… Encore une belle histoire d’ambush marketing à suivre dans les semaines qui arrivent

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2 Rétroliens / Pings

  1. Beats by Dr. Dre, nouveau partenaire de Chelsea F.C
  2. Un casting XXL pour la dernière publicité Beats By Dre

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