LeBron Riffs on His Own Legend for Hennessy

The commercial generated an unusual lawsuit, too

Update 10/9: A Lakers fan is suing LeBron over this ad, claiming he was “deceived out of hundreds of dollars,” per USA Today. Dude apparently bought pricey tickets, believing Bronny would announce his retirement in the video, which became the object of much conjecture before it actually aired. Instead, of course, the NBA megastar delivered a commercial for cognac. Hennessy must be stoked, as this gives the tale one more spin through the news cycle. You can read yesterday’s original take below.

“This fall … man, this is tough. In this fall, I’m gonna be taking my talents to Hennessy VSOP.”

King James plays it cute in “The Second Decision,” sending up the famous 2010 video in which he ditched the Cleveland Cavaliers for the Miami Heat and changed sports history.

Now, he’s on board for limited-edition signature cognac in a cheeky mock interview from Wieden+Kennedy Amsterdam:

Bronny’s so ludicrously overexposed. Yet, he still commands viewers’ attention. For Hennessy, he works the facial expressions and milks the lines for all they’re worth.

Word of an impending “decision”—perhaps he’d retire after 22 seasons?—ignited the interwebs yesterday, with the spot generating plenty of play once it dropped on social media.

Some applauded. Others found it lame. Still, the Hennessy name made the rounds. Plus, haters got something to hate. Everybody wins. (Well, LeBron mo$tly.)

“LeBron embodies a spirit of collective play and social generosity—values that resonate deeply with our own,” says CMO Vincent Montalescot.

“This is a tribute to LeBron’s extraordinary journey and to a defining moment in the history of sport … in a way that is both genuine and celebratory.”