King James is now King of the Crab Walk in Hummer spot

(Courtesy Weber Shandwick)

After starring in the first GMC Hummer EV commercial two years ago, NBA superstar LeBron James is back in the driver’s seat of the GMC Hummer EV.

Called “King of CrabWalk,” the new spot debuted during the NBA All-Star Game, exactly a week after GM’s Super Bowl commercials that centered on electric vehicles.

The new creative effort turns the spotlight on the GMC Hummer EV‘s unique CrabWalk Mode, which enables the vehicle to do a sideways “crab walk” by turning all four of its wheels in the same direction and applying a small amount of forward thrust.

Set to Missy Elliott’s Get UR Freak On, the ad begins by showing a band of funny-looking CGI crabs collectively doing a sideways shuffle through a busy metropolitan area. They eventually arrive at LeBron James’ house, with the NBA star seen sitting in his driveway in the 2022 GMC Hummer EV Pickup. When he spots the crabs, he flips the vehicle into “Crabwalk Mode” and demonstrates its ability to crab walk just like the crustaceans can. Watch below:

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“You know GMC should be extremely proud of themselves of the build of this beast,” James said of the Hummer EV in a previous GMC promotional video. “The details inside and the exterior is second to none. Obviously, you know they spent a lot of hours on making sure the quality and detailing of this vehicle is amazing. And for it to be all-electric, for it to still have that power and that presence of a Hummer, don’t be surprised when you see me rolling down the street in this.”

James was cast in to promote the GMC Hummer EV Pickup from the vehicle’s inception, with the basketball star appearing in the initial run of Super Bowl teaser ads that GM released for the vehicle early last year. He has since starred in a handful of different advertisements for the battery-electric truck and also promoted the vehicle through his personal social media pages.

GMC started customer deliveries of the 2022 GMC Hummer EV Edition 1 pickup in December 2021. The fully loaded model carries a starting price of just over $110,000 but you can’t buy one anymore as reservations for Edition 1 are full. 

The next trim to become available is the Hummer EV3X in fall 2022 with a starting MSRP of $99,995. A Hummer EV SUV will also debut in early 2023.

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