“Are the retirement rumors true?” a reporter asks LeBron James in a packed press room. “What’s next?” Just as LeBron begins to respond, an Amazon Prime Day alert hits his phone—and triggers a full-blown identity crisis.
The new :60 for Amazon, titled What’s Next?, finds the global icon fantasizing about his post-basketball future: barber, hibachi chef, lounge singer, even Cub Scout leader. Each vignette escalates in absurdity, climaxing with LeBron fleeing a rabid raccoon in a scout uniform.
Directed by Wayne McClammy of Hungry Man and edited with rhythmic flair by Graham Turner of Union, the spot blends deadpan comedy with deft product integration, showcasing how Prime Day deals can help anyone, even LeBron James, explore their next chapter.
The commercial drops as the news of the Buss family’s sale of the Lakers is taking over headlines, and just weeks after LeBron appeared in another buzzworthy ad, poking fun at his ever-expanding resume. From Nike to Space Jam to State Farm, LeBron James has proven to be as bankable in front of the camera as he is on the court. Watch below:
What’s Next? also signals Amazon’s continued move from retail giant to full-scale media player—leveraging celebrity, storytelling, and yes, those algorithmic deals, to own culture one click at a time.
CREDITS:
BRAND: Amazon
- VP Global CCO – Jo Shoesmith
- WW Executive Creative Director – Tom Pettus
- Group Creative Director – Chris Whitehead
- Creative Director – Jackie Meyer
- Creative Director – Luke Chard
- Creative Director – Brandon Hilliard
- Executive Producer – Vanessa MacAdam
EDIT: Union
- Editor: Graham Turner
- Assistant: Roman Petrov & Julia Armine
- HOP: Lillian Ghodoushim
- Managing Partner: Michael Raimondi
PRODUCTION COMPANY: Hungry Man
Director: Wayne McClammy
COLOR: Trafik
FINISH: Jamm
MIX: Lime
MUSIC: Mophon
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