NBA Heated Homecoming: LeBron James Asks, "What Should I Do?"
With less than one week until LeBron James’ heavily anticipated return to Cleveland in a Miami Heat jersey, I thought it necessary to reflect on the critical events that brought us here.
LeBron James' image had been irreparably damaged in the eyes of many, James somewhat embraced his new-found hatred by rhetorically and almost defiantly asking a simple question.
Armed with the marketing machine of Nike, whose legendary marriage with Michael Jordan helped transform Jordan into an icon while elevating their own brand name, LeBron James issued a public service announcement of sorts addressing his current situation.
Despite the central message of his controversial commercial being a rhetorical question, LeBron James provided a series of would-be answers to such an intriguing proposition.
Throughout the course of a one-man Q & Q session (he answered his questions with other questions), LeBron teased that he had become a villain ("Should I accept my role as a villain?"), stubbornly stood up for advisers who have given him questionable advice in recent years ("Should I stop listening to my friends? They're my friends!"), and even dared to use the "L" word ("Should I really believe that I ruined my legacy?") in passively aggressively addressing his detractors.
LeBron James countered ubiquitous criticisms with a clever, albeit antagonizing, advertisement as he lightly mocked a wide variety of opinions that have surfaced since his infamous decision to go join the Miami Heat.
With the exception of his heavily lambasted performance in Game 5 of the Eastern Conference Semifinals last year, James pretty much had something for everybody in a commercial that debuted just before the kickoff of the 2010-2011 NBA season.
As one would expect, after a public breakup of such epic proportions, the many questions posed in "What Should I Do," many of which could easily be considered mocking and even borderline sarcastic, were mocked themselves.
By the city of Cleveland.
Cleveland's response to "What Should I Do" was as aggressive as it was poignant, once again bringing stinging criticisms of LeBron James front and center.
Resembling the first day in court of a long awaited divorce trial, the claws came out for a viral response that accused LeBron James and his talents of being a quitter, a liar and a coward all in one YouTube clip.
To avoid further scrutiny and/or possible confusion of thinking of LeBron James as a "runaway slave," the makers of this video were sure to include an eclectic mix of embittered individuals claiming ownership of LeBron James to avoid the unenviable slave owner implications.
A 400-word Dan Gilbert rant (which would have been oh so juicy) was nowhere to be found following the debut of "What Should I Do." But the commercial has still managed to carve its own niche in the landscape of pop culture with some help from the creators of South Park, who issued their own version of the inquisitive commercial.
With a back-and-forth befitting of a legendary rivalry a la Packers/Bears, it's tough to believe that this time last year LeBron James was viewed as a savior who gave his fellow citizens of Cleveland something they have since become estranged with for the umpteenth time—hope.
As the Miami Heat get set to play their newest rival for the first time in what figures to be an intense feud for years to come, they will be doing battle with a disappointing start, rumors of a rift between players and coaches and the most hostile environment they will see all year in addition to their opposition on the court.
Measures have already been taken to beef up Cleveland's security for LeBron's not-so-triumphant return to his home city, and with so many intangibles in play, it will be extremely difficult to break down this game from an X's and O's standpoint with any kind of accuracy.
This won't be a basketball game so much as it will be a television drama—which is something that TNT, coincidentally the channel in which this nationally televised broadcast will air, prides itself on.
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