"King" // 2015 Honda Civic
Tier10 developed the “KING” campaign to celebrate NBA All-Star LeBron James’ return to Cleveland. When James announced his return home to the Cleveland Cavaliers, Northern Ohio Honda Dealers were presented with an exceptional opportunity. Despite James’ signing with Kia, his mythology and influence enabled us to connect with fans and customers in the market without actually having him there.
Taking a cue from James’ signature move of throwing chalk into the air before entering the court, we shot commercials with fans and Honda customers throwing Honda-blue chalk.
The spot went live by the first home game James played in Quicken Loans Arena, and was executed through a digital and pre-roll strategy. For a campaign with a singular strategy, the results yielded close to half a million views on YouTube.
Agency: Tier10
Client: Northern Ohio Honda Dealers
Title: "King"
Location: Cleveland, OH
Date: October 2014
Client: Northern Ohio Honda Dealers
Title: "King"
Location: Cleveland, OH
Date: October 2014
Director: Scott Rodgers
Director of Photography: Erik Motta
Associate Director, 1st AC: Devin Leisher
Editor: Devin Leisher
Visual Effects: Devin Leisher
Account Director: Scott Fletcher
Copywriter: Liza Smith
Director of Photography: Erik Motta
Associate Director, 1st AC: Devin Leisher
Editor: Devin Leisher
Visual Effects: Devin Leisher
Account Director: Scott Fletcher
Copywriter: Liza Smith
