Nowadays, commercials have become like mini-feature films. They are written and produced to not only be entertaining, but also to tap into the human emotional experience. This can make the product much more desirable. It can even make a product seem necessary.
Nike has produced some great commercials in their time—including the Mars Blackmon campaign (starring Spike Lee and Michael Jordan) for the Nike Air Jordans, among many other great ads.
The most recent installment of Miami Heat forward LeBron James’ sneakers premiered its new commercial Monday.
Like many of James’ more recent ads (like last year’s Samsung Galaxy Note II ad), this one did a great job of tapping into that human emotional experience.