Mtn Dew Rise - LeBron

Chiat NY continued its multi-brand relationship with Pepsi Co to launch a new product, Rise, with the forever striving champion: Bron Bron himself, the King, LeBron James. Feature film director F. Gary Gray was an incredible partner on this super challenging production. And every choice we fought for and crafted was well worth, down to the silky shirt.

The results were a Strategist’s dream: Due to LeBron’s delightfully unexpected salsa dancing skills, the spot was retweeted by tons of athletes. And NBA players literally did the dance to taunt LeBron on court during games.

https://www.espn.com/video/clip/_/id/31817736

Agency: TBWA Chiat NY

Creatives: Chris Beresford-Hill, Ricard Valero, Shannon Murphy, David Stevanov.