LeBron James — who first starred in an advert for the electrical Hummer in a 2020 Tremendous Bowl advert — is backing the model once more with an advert debuting throughout Sunday’s NBA All-Star Sport. However this time he’s sharing the stage with dozens of crabs.

The spot from Leo Burnett Detroit begins by displaying the ocean critters leaving the seaside for the town as Missy Elliott’s “Get Ur Freak On” performs. After seeing some unlucky crab and shrimp family members being served for lunch at a restaurant, after which using on a pool raft, the crabs come to relaxation in a driveway the place James is behind the wheel of a GMC Hummer EV Version 1 pickup.

The advert promotes the Basic Motors-owned model’s “CrabWalk” characteristic that enables all 4 wheels to show on the identical angle, permitting the car to maneuver diagonally like a crab.  

The car lately went on sale for about $112,000. GMC can also be producing an electrical Hummer SUV and is touting the fashions collectively as “the world’s first all-electric supertrucks.” 

However the electrical pickup market is about to get actually aggressive, with Ford final yr revealing the F-150 Lightning (an EV model of the nation’s top-selling pickup) and Stellantis-owned Ram planning an electrical model. GM’s Chevrolet model can also be popping out with the Silverado EV in 2023 that it promoted with a Tremendous Bowl advert remaking the opening scene of HBO’s “The Sopranos.”

The Hummer EV advert comes as James ready to play within the All-Star recreation in his hometown of Cleveland. He has been as busy off the court docket of late as on it, taking a starring function in a number of new adverts, together with for his Lobos 1707 tequila and in a Tremendous Bowl advert for Crypto.com. He additionally appeared in Frito-Lay’s “Personal Your Ridges” marketing campaign for Ruffles in December. 

The crab advert is considerably paying homage to a 2007 Tremendous Bowl advert for Budweiser that confirmed a forged of crustaceans stealing a cooler of beer.