LeBron James, Salsa King, Lives an Alternative Life in Mtn Dew Ad

A glimpse of a less energetic all-star

Being LeBron James must be exhausting. And in his first ad for Mtn Dew, the NBA legend imagines how his life might have been different if he hadn't been as energetic in pursuing his dreams.

Turns out no one would know how to pronounce his name. He would be watching a lot more cartoons. And his natural physical abilities would be channeled mostly into teaching salsa dancing at the local strip mall.

See the spot, from TBWA\Chiat\Day NY for Mtn Dew Rise Energy, here:

LeBron James x MTN DEW RISE ENERGY - The Morning Makes You

The ad was directed by F. Gary Gray (The Italian Job, Friday) and will run nationally across multiple platforms, including broadcast and digital.

"I'm really proud of this spot and what the partnership represents. It's about more than a drink. It's about working every single day to be the best you can be," James said in a statement. "Whether it's at home, on the floor, in my community, or my business, when I rise, it's to work every day to build something great."

Mtn Dew Rise Energy launched in March. It contains 180 mg of caffeine, antioxidants, vitamins A and C, and fruit juice. It also has Citicoline to boost mental clarity and Zinc for immune support.

"Energy management remains a priority for consumers, and we're excited to be working with LeBron to show how Mtn Dew Rise Energy can be that morning energy to help you seize the day," said Fabiola Torres, CMO of PepsiCo's energy drinks. "As the new campaign shows, LeBron truly embodies the Mtn Dew Rise Energy brand. It's all about dedication, motivation, and seizing the new opportunities that every morning brings."

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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