Los Angeles, CA, April 17, 2025 – In a star-powered new campaign from Dream Games, the NBA’s all-time leading scorer and four-time champion LeBron James and award-winning actor and comedian Kevin Hart conceal their unyielding devotion to Royal Kingdom, the mobile puzzle game that is completely ad and WiFi-free. The hilarious new campaign, created and developed by Manhattan-based brand consultancy, The Robot Co., a division of Fulwell Entertainment, was brought to life by indie film studio Caviar and its Golden Globe-winning director Ramy Youssef.
In the :60 “Conspiracy”, suspicion abounds as James’ claims of literary prowess come crumbling down when it’s revealed that instead of reading the classics, he’s actually playing Royal Kingdom on devices buried within the books. Even his Akron hometown librarian is called in to debunk the mystery. Meanwhile, Kevin Hart attempts a different kind of deception in the 1:30 “Acting School.” The comedian trains a legion of actors to perfectly imitate the star in a variety of plausible movie scenarios, all so they can take his many future acting roles, freeing up time for him to play more Royal Kingdom.
View LeBron James’ “Conspiracy”
View Kevin Hart’s “Acting School”.
Robot sought Youssef to direct based in part on his Emmy and Critics Choice Award-nominated Hulu series “Ramy” and his comedic storytelling. Amir Farhang oversaw the project for Robot.
Says Youssef, “LeBron and Kevin are both comedic geniuses, and one of them also has many NBA championships. I loved taking every premise to the max with them and the Royal Kingdom crew.”
Notes Dream Games Chief Marketing Officer Richard Hocking, “Working with Ramy and Robot was a pleasure—they allowed us to tap into a style of comedy that feels genuinely authentic to each celebrity. We believe the best stories come from unexpected places, and who better to tell them than LeBron and Kevin? With Royal Kingdom, we’re building a brand that lives in culture, not just in ads—and we see work like this as a meaningful step toward that ambition.”
“It was an absolute dream to partner with Ramy on this project. As someone who’s long admired his TV work, his perspective brought an unexpected and fresh energy to the entire category,” said Chris James, Vice President, Group Creative Director at Robot. “His approach to comedy and collaboration aligned perfectly with Robot’s mission—to create culturally resonant work that genuinely captured the spirit of LeBron and Kevin, putting Royal Kingdom at the heart of their world.” Robot, which works with the biggest brands in the world, helping them find their place and voice in culture, has partnered with such clients as Google, JPMorgan Chase, New Balance, Beats by Dre, and others.
The campaign will ultimately encompass six ads total, three for James and three for Hart, to be released from April 14 through June 16 on TV, digital, and socials.
