"LeBron James"

28 April 2025

60s

The real game begins.

Royal Kingdom's last commercial made DAVID want to commit regicide. No violent urges on account of this 60" follow-up, however, thanks in large part to the work of director Ramy Youseff and his leading man, LeBron James, whose game has always been basketball. He's trained hard to reach the top and stay there, but how do Youseff and DP Christian Sprenger use that information?

The first half of the film looks and sounds like a raw deep-dive into James's training regime—the kind you'd expect a Los Angeles Laker to have. In a lovely about-turn, the second half reveals that he only exercises his fingers and thumbs. It's resistance training on a small scale and very funny to watch, as James lifts tiny dumbbells, does pull-ups, and consults the Swipe Performance Index.

Yes, it's still a plug for a match-three game that relies on in-app purchases, but it's hard to resist James's knowing send-off: "You think this is a game? It is."

USA

Electronic Gaming