LeBron James: My Response To His Nike Commercial

Gene ZarnickCorrespondent IOctober 25, 2010

ATLANTA - OCTOBER 21:  LeBron James #6 of the Miami Heat waits to shoot a free throw against the Atlanta Hawks at Philips Arena on October 21, 2010 in Atlanta, Georgia.  (Photo by Kevin C. Cox/Getty Images)
Kevin C. Cox/Getty Images

Everyone stop what you're doing right now.  Stop reading this column and go straight to Hallmark to purchase an "I'm Sorry LeBron" card.

We've all wanted LeBron James to be someone he isn't and for that we should all apologize.

If you haven't seen Nike's new LeBron James commercial then you can check it out below.

The commercial showcases LeBron James speaking about some of his most criticized moments.  It opens up with LeBron reenacting The Decision and saying, "What should I do?  Should I admit that I've made mistakes?  Should I remind you I've done this before?"

As the commercial progresses it continues the Should I concept; discussing if he should remove his Witness tattoo, accept his role as a villain or if he should tell us that he isn't a role model.  The ad finally commences with LeBron saying, "Should I be who you want me to be?" with the Nike symbol displayed and Just Do It below it.

Whoever thought of this concept is brilliant. It is such a thought provoking way to sell LeBron James as being his own person that does things his own way.  It grabs at our senses.  We see the visuals that remind us of well known moments in LeBron's life.  We hear the questions that are asked to us throughout the ad.  Most importantly, at the end of it, it makes us think.

Did we all want LeBron to be someone he isn't?

The ad is spectacular.  It's penetrating on so many levels.  The only problem I have with it is the question it finally asks us. I don't want King James to be someone else; I just want him to be cognizant of his actions.

LeBron James doesn't get it.  He'll never get it.

Even this Nike commercial shows the narcissistic attitude LeBron James has towards the rest of the world.  It clearly shows that in LeBron's mind everything is about him and no other factors matter.

Who cares what his fans think.  Who cares what his friends think.  In LeBron's eyes, it's all about what he thinks.

This is what LeBron doesn't understand:

He doesn't understand appreciation; for all the people that supported him through his seven years in Cleveland and loved him like a God.

He doesn't understand compassion; having empathy for any of the distraught people that he knew his decision would cause grief to.

He doesn't understand respect; not giving the city of Cleveland and the Cavaliers organization his intentions before his spectacle on television.

He doesn't understand perception; seeing things in only one manner when many others see it another way.

All these things that are so hard for LeBron to understand seem so simple for everyone else to apprehend.

I don't think LeBron should do what I want him to do or you want him to do, but I do think he should be aware of the reactions that his actions will cause.  Be a little bit caring, be sympathetic to the situation.  That's all that we're asking for.

The LeBron James Nike ad told me a lot.  It told me that he is unapologetic for any of his actions; that LeBron is his own person and that he doesn't care what anyone else thinks of him.

Ironically, the commercial asks us if LeBron should be who we want him to be, but after watching it, I know exactly who he is.