Attempts to woo NBA free agents have never been this elaborate, and Leo Burnett has pulled out all the stops to try and get LeBron James to Chicago. They took out an ad in the Akron Beacon Journal, showing Michael Jordan’s iconic silhouette cast over the Chicago cityscape.
“LeBron, the fans of Chicago have a question for you,” reads the two-page ad in James’ hometown paper. “Can you cast a shadow this big ”
This was followed up with a box of the classic red, white and black Air Jordan sneakers sent to James’ house, with the lid asking if he could fill the shoes. The next day, seven empty ring boxes were delivered (representing one more championship than Jordan) which was followed by a Chicago Tribune mock up in a decade saying “Sweet Throne, Chicago: With Title No. 7, It’s Officially King James’ Court.”
“It was a gutsy idea,” said Leo Burnett creative director Patrick Rynell. “But we also figured he’s a guy who’s got a sense of humor. A good challenge, a good in-your-face dare would kind of lighten the mood, show what Chicago’s personality is about.”
Source: Chicago Tribune
