10 black protagonists (some disabled)
4 female protagonists (two black)
Three white male protagonists.
Not representative, huh?
Colin Kaepernick, the former San Fransisco 49ers quarterback strongly divides opinion in the USA.
It was he who started the black injustice protest of kneeling on one knee during the National Anthem and this has driven white supremasists, such as Donald Trump, absolutely nuts for disrespecting the flag.
And it’s him that’s fronting this commercial standing in a US city street in front of a rippling US flag.
Now that’s what I call brave marketing.
This is what Donald Trump calls it.
And he’s right to an extent, there are boycotts from similarly white supremasist Republicans.
But my mate (who doesn’t really like Nike) just bought a White Nike NFL #7 Colin Kaepernick T shirt for £25.
Because this ad moved him.
Sure Nike may lose some customers with this (admittedly a bit Appley) ad, but they’ll win over a lot more than they lose.
Someone at Nike said to a brand manager “Don’t ask if your strategy is crazy, ask if it’s crazy enough.”
I doff my hat.
London gets its own Nike ad.
We regionistas should hate it ‘cos it’s Lundin, innit.
But nah; it’s just great. The fastest three minutes in advertising you will see in a long time.
What I particularly love about it is that it twists the ULTIMATE regional yarn – the Four Yorkshireman sketch from the 1970’s by Monty Python – and makes it relevant to both London and 2018.
Every sport, every exercise, every trope explored with wit and excellent cultural mixing.
Everyone comes out of it well.
What’s wrong with Peckham?
One thing I dislike about the creation of ‘content’ for brands instead of ads is this sort of sloppy rubbish.
The lack of discipline that ‘free’ airtime imposes leads to mushy, over-long epics like this.
The central idea is pretty ridiculous and whilst the football footage is credible enough (difficult admittedly) it outstays its welcome by at least 3 minutes.
And returning to the idea…what is it?
What does it say about Nike other than Ronaldo uses their kit?
Over the last year I have been in the priveleged position of being able to attract great creative speakers to Scotland thanks to STV’s engagement with the advertising creative community and my role in facilitating it. My next speaker in April is Alvaro Sotomayor, Creative Director of Weiden and Kennedy, Amsterdam. But before that I have attracted a great (no legendary) bunch of speakers including Mark Waites (Mother), Trevor Beattie (BMB) and Sir John Hegarty (BBH). In addition Gerry Farrell was kind enough to speak for us in both Glasgow and Aberdeen about creating ideas. Most of these talks are now on STV’s website and here are the links.
I urge you to watch them.
Sir John Hegarty.
Good work guys. Lovely spoof of the Tiger Woods Nike Commercial.
And here’s the original in case you haven’t seen it. A masterpiece.
I’m presenting a ‘master class” to the advertising course at Napier University and thought I’d use it as a way of discussing my all time favourite advertising, but I’m stumped for one of the ads I want to show. I can’t find it anywhere. Can anyone help?
It’s an old Nike press ad with a shot of a street at night. The headlines are set in perspective, gradually getting smaller as they near the horizon and the lines say
“Just one more block”
“Just one more lamppost”
Anyone have access to this that could email me a JPEG?
And guess what?
Here it is! Thanks to the wonderful Chris Miller who spotted that it was not a Nike ad at all, but Adidas. It’s still a bloody peach though.