If you live in Cleveland (or follow the NBA at all) you are sure to know about LeBron and his pre-game chalk hurling ritual. Basically, he walks to the scorer's table, gets a handful of chalk and launches it into the air in a huge puff of smoke. Very dramatic. I've seen kids around Cleveland pretend to do this in the street and grown men demonstrate it in line for lunch (I am not kidding).
That's why I love this ad from Wieden which plays on this insight and the experience and is right in line with the brand.
To go along with that, Nike has this LeBron ad when you enter downtown Cleveland. Note the smoke at the top of the photo.
This goes to my post about being ready to pounce. This is a more public example, but the execution is terrific in what could have been a lost opportunity.
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