There's a lot of conversation about LeBron's new ad in which he asks the question, "What should I do?" If he thought this ad was going to change the conversation about "The Decision" or turn him into a sympathetic character, he's listening to the wrong people -- and they've all lost perspective. The ad suggests something very difficult and troubling, as though he's struggling with a life-or-death decision. LeBron changed teams, for crying out loud. He's simply trying to buy a new image for himself, but instead this ad reminds everyone that he has an image problem. He just needs to stop talking, play basketball and win a championship. That's the only way "The Decision" will be forgotten. He'll never be a hero in Cleveland but at least he can be a hero in the NBA and Florida -- and probably in hometown Akron, which he still seems to care about.

Barbara Paynter, APR

Hennes Paynter Communications