Ad of the Day: Lebron James stars in motivational Canyon Bicycles campaign
The LA Lakers basketball icon looks to stir would-be cyclists to push themselves and reach their potential in this cinematic campaign.
Lebron James has teamed up with Canyon Bicycles for a new spot. In it, he features and voices over a message encouraging viewers to get on a bike and “push boundaries.”
The new campaign sees him and a young mountain biker ride out from the city at night and into the light of the day, where we’re also introduced to professional cyclists. It has been created by James’s SpringHill Company with Untold Studios.
As they ride further, they push themselves more and ride harder, with more independence.
James – who presumably rides with the saddle all the way up – is also working with the brand to donate bikes to his Lebron James Family Foundation.
Credits
SpringHill Company
CEO: Maverick Carter
President: Devin Johnson
Chief creative officer: Ricardo Viramontes
EVP brand partnerships: Chris White
SVP brand partnerships: Monica Boswell
Co-ordinator: Jaidan Olivier
SVP production: David Shikiar
Executive producer: Erika Buder
Executive in charge of production: Cherisse McKenzie
Line producer: Andrea Altman
Senior content producer: Khadija Bush
VPs of creative, Uninterrupted: Gerardo Ortiz, Andy Ferguson
Creative writer, Uninterrupted Siddiq Cornish
SVP, business and legal affairs: Albert Park
Counsel, business and legal affairs: Zohar Shlush- Reyna
Untold Studios
Executive producer: Tanya Ferguson
Line producer: Paul Bock
Production co-ordinator: Jordan Wright
Director: Filfury
DOP: Josh Saideman
1st AD: Clyde Goins
Creative assistant: Kahreh Daughterty
Editor: Jack Pyland
Color & finishing: AFX Creative
Color: Derek Hansen
Online finishing: Tim Bird
Music composition: Mean Machine