Marketing: 65 million views in 24 hours for LeBron James' "Second Decision" advert for Hennessy (LVMH)

A video announcing the partnership between the Hennessy group (cognac, LVMH) and the American basketball player LeBron James (Los Angeles Lakers, NBA) generated almost 65 million cumulative views on Instagram (14.4 million) and X (40 million, including 25 million on the Hennessy account) in less than 24 hours after its publication, on 07/10/2025 at 18:00 (CET).

The day before, LeBron James had teased on his social networks the forthcoming publication of "The Second Decision", in reference to the "The Decision" broadcast on ESPN on 08/07/2010, in which the 'King' announced his departure from the Cleveland Cavaliers (Ohio), the NBA franchise where the Akron (Ohio) native was drafted in 2003, to join the Miami Heat (Florida) as of the 2010-11 season. The new video follows in the footsteps of the cult 2010 TV special, with a similar set-up and LeBron James wearing the same outfit.

The storytelling used in the trailer for The Second Decision and the references to the 2010 TV special led fans to believe that the basketball player, who will be 41 on 30/12/2025, was about to announce his…