There are certain phrases so imbued with history, their mere recitation evokes a reaction. To hear the words “I have a dream” or “we shall not be moved” is to be involuntarily flooded with awe. For an advertising executive, the operative emotion is not awe but opportunity: these are just phrases waiting to become slogans and the moment does not exist that’s too sacred to be used to move merchandise.
No company is more effective at bleeding history of its content and turning into a brand, than the ad-people at Nike. These are the folks who gave us the “I am Tiger Woods” ads, drawing on the expression of ancient slave solidarity, “I am Spartacus," and turned the Beatles Revolution into a jingle. Well, Nike is at it again with Lebron James’s heavily hyped new sneaker ad. The commercial shows James suffering—at times comically, at times plaintively—over the way his image has taken a beating since his free agent exit from the Cleveland Cavaliers. It ends with James saying defiantly, “Do I have to be who you want me to be?” Then comes the swoosh and we fade to black.
The ad is slick, butter-smooth, and would make a Mad Man proud. It’s also, as Kevin Blackistone of AOL Sports wrote, “a desecration.” Lebron and Nike’s new slogan is a play on a famous phrase by the great Muhammad Ali who forty-five years earlier said, “I know where I’m going and I know the truth, and I don’t have to be what you want me to be.”
Ali didn’t say these words because he was mourning the loss of his brand power. He said it because he was suffering the consequences of his own political principles and wanted to make it clear that he couldn’t be broken. Ali had turned his back on not just white society but the mainstream civil rights movement by joining the Nation of Islam. He then chose to become the most famous draft resistor in US history by refusing to fight in Vietnam.
That phrase, “I don’t have to be what you want me to be,” perfectly symbolizes a radical time when familiar roles were being turned on their heads. Ali was a boxer who hated war. He was a black separatist who earned the affections of Dr. King. As the Champ, he was supposed to be violent, inarticulate and proudly patriotic. He chose to be none of that. He faced down death threats and federal prison and paid a tremendous price, not least of which was near-universal scorn.