When LeBron James announced “The Decision” in July 2010, nearly 10 million people tuned in to ESPN – a huge number (even at the time) for non-NFL programming. At the time, when the NFL regular season was still a few months away, it was the third most-watched cable television program of the year, behind the NFL Pro Bowl and an episode of Nickelodeon. iCarly. (Freddie broke up with Carly because of stupid Sam. It was a big deal.)
So when it came time for “The Second Decision,” which James teased on Monday, the world held its collective breath. Just kidding, we all immediately knew it was going to be an ad and were completely turned off. How? Because they always are. However, the purpose of this ad caught many of us off guard.
As an editor who interviewed James last July related (in part) to his Amazon Prime Day ad, I was immediately won over that this was another one of those. Amazon Prime Day might as well be a holiday at my house, so I was well aware of what was coming (a giant credit card bill, courtesy of my wife) on Tuesday, October 7, the same date as “The Second Decision.” The rest of the Internet had the same coincidence.
But I was wrong – not about the credit card bill – James upset us all over with that one.
On Monday, James teased via X “The Second Decision” would be released Tuesday at noon ET. A 10-second video of James walking toward an open interview chair at the free-throw line of a basketball court accompanied the tweet. James sits across from another guy, a guy no one knows. It’s not Jim Gray.
The conversation unfolded on time Tuesday in a one-minute video.
“Well, everyone across the country is energized – are you ready to go, LeBron?” not-Jim Gray said.
James, wearing a similar outfit to last time, nods.
“Where is the powder?” non-Grey asks.
“I left it at home,” James replies.
Both are direct lines from the original special – there were many more.
“The fans want to know where you’re going to take your talents this year,” the man says. “What is your decision?” »
“This fall, man, it’s tough,” James says. “This fall I will be taking my talents to the Hennessey VSOP.”
Whatever that means.
We cheated! Sort of. It was still an advertisement, of course, but an advertisement for alcoholic beverages. It was still transparent and unfunny and about as obnoxious as the first “Decision,” but whatever, mix it with ginger ale and it all goes down a little smoother.
In the original ESPN special, James announced he was “taking[his]talents to South Beach,” meaning he was joining the Miami Heat alongside fellow free agent Chris Bosh and established Heat superstar Dwayne Wade. They were the original “Big Three,” paving the way for a trio of stars sharing a starting five. It probably ruined the game as much as anything else before the NBA became a glorious three-point shooting contest.
James received a lot of criticism for this decision (“Michael Jordan would never have done it!”) and even more for announcing it in a prime-time special.
“The Second Decision” came again at a time when the basketball world is waiting for an answer from James on his playing future. Although he still has one year remaining on his contract with the Los Angeles Lakers, James has been cagey — arguably coy — about his future plans. Less cynical (read: more gullible) people actually thought This it would be about that. And waste a chance to get another approval? Please.
LeBron is on the clock. The NBA season begins on October 21 and the Lakers would very much like a “decision”. At the very least, they could use a drink.
