Leave a message after the tone...

"You've reach LeBron.  Please, leave a message. BEEP."

You're hearing this right.  LeBron is now taking the calls of fans, haters, rappers, coaches, and anyone with fingers who can dial this number: 305.767.2226.

Following the Heat's 2nd consecutive NBA championship, Wieden + Kennedy have worked with Nike to provide fans the opportunity to call 2013's Most Valuable Player.  The company has gone so far as to provide an actual number for anyone interested in offering criticism, congratulations, or advice on LeBron's jump shot.

The advertisement has a number of high-powered names offering the best to LeBron.  The script reads:

Spike Lee: "Yo, LeBron, what's up? This is Spike. Congratulations. One love. I'm out!

Warren Buffet: "Hey, LeBron. It's Warren Buffet. I'm sure glad you're using that hook shot that I taught you." 

Dr. Dre: "Yo, LeBron. What up! What up! It's Dr. Dre. Hey, man. I know how tough this series was, but you did it again. Can you believe it!?" 

Mike Krzyzewski: "Hey, LeBron, it's Coach K. Wow! Two in a row!" 

Guys chanting: "MVP! MVP!" 

Phil Knight: "Hey, LeBron, Phil Knight. Fantastic year. You might really be worth all that money we pay you." 

Children: "Hey, Mr. LeBron. It's your Wheels for Ed/I Promise kids. You're our hero." 

Drake: "Yo, Bron, what's up, man. This is Drake. It's your time. I always tell you that. OVO, La Familia, four horsemen—it's love, man." 

Bill Russell: "LeBron. Bill Russell. Remember, almost anybody can win one. Welcome to the circle. [phone rings] OK, hold on a second. My other phone's ringing. It will stop in a minute."

These messages leave you wondering what would Tim Duncan, Dan Gilbert, or Cleveland fans have to say to LeBron?  Fortunately for LeBron, he never promised anyone that he would return the calls.  

AdWeek recognized this advertisement as the Ad of the Day on June 25th and described the piece as, "A personalized, engaging, fan-focused social initiative."  The spot attracts the viewer's attention with its use of celebrities and calls the public to take action, offering them the chance to talk to one of the most talented basketball players of the current era and silently pounding home the Nike motto: JUST DO IT!  

Would the campaign have worked with other NBA players?  One has to imagine that stars the likes of Kobe and possibly Carmelo could attract a good response from fans.  Say the Spurs had won, would people have been so eager to call and leave messages for Tim Duncan or Tony Parker?  Perhaps, this royal treatment is reserved for the King.  LeBron has a powerful image that always seems to attract feedback, positive and negative.

Nike has used LeBron in a number of commercials ranging from popular campaigns like this voicemail to the "What Should I Do?" advertisement.

Personally, I enjoyed Nike's LeBron-Kobe puppet commercials the best.  How things have changed since those commercials aired!

Sources:
http://www.adweek.com/news/advertising-branding/ad-day-nike-150681
http://creativity-online.com/work/nike-leave-a-message-for-lebron/31938