NBA 2K19: Come for the Crown by Butler, Shine & Stern & Partners (BSSP)

LeBron James was made the face of the 20th Anniversary Edition of the NBA 2K19 game a few months back, and now LeBron is promoting the game with a video stating that he remains ‘King’ for a while longer.

James and rapper Travis Scott team up in the spot, the latest installment of NBA 2K’s ‘They Will Know Your Name’ campaign, in advance of the game’s official release September 11. The campaign highlights the journey that NBA legends undertake, and the narrative they build when reaching the point where their name is known by the world.

In the spot, James tells NBA 2K gamers that it is time for the world to know their names, too. James talks about his reign as ‘King,’ and how it will eventually come to an end as others come for his crown. an analogy for gamers everywhere who can challenge a king like LeBron. The action unfolds with James on a darkened basketball court, with shots of Scott interspersed. James ponders his future, stating that he hears the footsteps coming behind him. The action cuts to kids on a school bus running through the streets, then through school halls. We finally see the number 23 and a wide shot to show James in his full Lakers uniform. The kids burst through the gym door and James runs to confront them, both stopping to ponder their respective legacies and futures.

This installment of the campaign, which was created by BSSP, utilizes TV, OOH, digital and social components.