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LeBron James, Craig Robinson Turn Surprises Into Marketing
Courtesy of Hennessy
Celebrities like basketball star LeBron James and comedian Craig Robinson are turning hype-worthy announcements into surprise marketing campaigns.
The Big Picture: Cutting through the digital noise is harder than ever, so brands are devising stunt-style promotions to grab attention — even building entire agencies around the tactic. But does a bait-and-switch announcement actually lead to conversions… or just disappointment?
Behind The Stunts: On Monday, LeBron James teased on X that he’d be making a major “decision” the following day — mirroring the setup of his infamous 2010 interview, when he announced his move from the Cleveland Cavaliers to the Miami Heat.
Naturally, fans assumed he’d be announcing his retirement. LeBron is the NBA’s oldest active player and is currently without a Lakers contract for next season.
But when LeBron revealed his decision yesterday, it had nothing to do with basketball — he announced he’s “going to be taking my talents to Hennessy V.S.O.P” (echoing the same wording he used when joining the Heat).
Yes, it was all an ad for “a limited-edition orange bottle featuring James’ name on the label and his signature ‘crowning’ gesture,” per ESPN.
Last Joke: LeBron’s original “The Decision” drew nearly 10 million viewers on ESPN fifteen years ago. His Hennessy stunt went viral too — mostly as fans scrambled to confirm he wasn’t actually retiring. It even unintentionally sparked chaos in ticket resale markets, as Lakers fans rushed to buy what they feared could be his final home game.
Interestingly, LeBron’s announcement-turned-ad wasn’t the only one of its kind this year. In July, comedian and actor Craig Robinson claimed he was quitting entertainment to start a small business, teasing a big reveal. Turns out, it was just an ad for AT&T Business.
Next Reveal: Blurring the line between celebrity life and brand promotion might be clever marketing for now, but over time, constant fake-outs could backfire — making fans skeptical of genuine news.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.