Derek M. Leedy Vice President, Account Director, Mediasmith, Inc.

The Brand: Nike
The Campaign: Meet the Lebron's
The Agency: Wieden + Kennedy

"This campaign was effective in communicating a four-part narrative with distinctively different characters all played by Lebron James. Even with a significant ad budget such as Nike's, it was a bold concept that took careful execution across different mediums to engage and maintain interest as the four manifestations of Lebron unfolded.

"Although I was in the media target for the campaign, I never felt inundated by repeated exposure to the same message. The plan was executed in such a manner as to pique my curiosity. Not being especially interested in the Lebron phenomenon, I was nevertheless intrigued by the campaign, and actually spent a significant time on the website during the holidays. With several family members huddled around my laptop, we were cracking up at "Kid Lebron" vs. "All Business Lebron" (this may be a testament to the campaign or to my family's lack of intellectual stimuli). Although the message was somewhat oblique, it served its purpose by furthering interest in Lebron's persona(s) and developing his endorsement value as a brand name, which will serve both his and Nike's interests for a long time.

"The campaign had television, cinema and online components (I did not see print ads). In the past, cinema advertising consisted of high concept spots that played before the trailers but it is now littered with run of the mill ads transported from television. This spot fit the former high standards.

"The online campaign went beyond ESPN.com and maintained high share of voice on music and lifestyle sites such as VIBE.com and SOHH.com. By the time I ran across these banners, I was ready to click due to my exposure from other media, and that is an increasingly rare feeling these days."

To see the website, go to www.nike.com/nikebasketball/usa/ and click "The Lebron's."

Author Notes:
Derek M. Leedy is vice president, account director for Mediasmith, Inc. He manages all media activities, from broadcast to interactive, for many different Mediasmith accounts, including Trend Micro, K&N and Eidos Interactive. It is his job to create an impartial media mix that will best suit the clients' needs, taking into account their objectives, budget, flight dates, prep time and any other applicable parameters. Leedy began his career in marketing with Reebok Sports Academy in its inaugural year, filling 19 intensive sports day camp locations throughout California.