This commercial shows Bryant shooting free throws, then doing other drills. His voice narrates, 'Love me or hate me, it's one or the other. Always has been. Hate my game, my swagger. Hate my fadeaway, my hunger. Hate that I'm a veteran. A champion. Hate that. Hate it with all your heart. And hate that I'm loved, for the exact same reasons."
The theme of the ad plays off the fact that Bryant, though long one of the NBA's best players, has never enjoyed total acceptance from fans.