Have you ever watched a sporting commercial where a well-known athlete is representing a brand's product but in an environment you haven't seen them in before? There's a certain level of emotional connection that's trying to be established between the athlete and the viewer. Take one of the Nike commercials that features Lebron James, for example. In the video, which you can view below, you'll see Lebron being represented, not as a glorified superstar, but as the down-to-earth guy who enjoys the world of sports and physical activity like so many others. The commercial intends to have the viewer feel more of a bond with the basketball icon because he's being presented in a more personable manner. This helps create an undeniable relationship with the viewer which, as a result, helps build trust in the product.