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 NBA2K’s ‘They Will Know Your Name’ campaign. 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. It comes on the heels of additional campaign elements that have been rolling out over the past couple of months, including unveiling King James as the NBA 2K19 20th Anniversary Edition cover star, tapping artists 2 Chainz, Rapsody, and Jerreau performing captivating spoken word interwoven with footage of James’s journey and the game, and naming NBA 2K’s newest cover athlete – its first international - Giannis Antetokounmpo.