During the third quarter of a matchup between the Los Angeles Lakers and Oklahoma City Thunder on Tuesday, Lebron James scored his 36th point of the game, bringing his career total to 38,388 – breaking the record for all-time NBA scoring held by Kareem Abdul-Jabbar for the previous 39 years.

To commemorate the moment, KFC Canada created ads paying tribute to King James, stylizing its bucket into the shape of a crown and putting them on high-impact digital billboards, like along Toronto’s Gardiner Expressway (seen above).

The QSR has recently been reinforcing its connection to basketball lately, playing on the dual meaning of “buckets.”

Dhaval Bhatt, founder and CCO at Courage, KFC Canada’s creative AOR, said the ad went from ideation to the digital boards in less than 30 hours from when James broke the record. The concept is also running across social channels.

From idea to OOH billboards and social in less than 30 hours. It’s running on the digital billboard in Gardiner and more, and across their social posts