In class this week our topic is Creative Strategy so I thought I would talk about the new Nike ad campaign with Lebron James. The ad’s focus is not on a product but conveys a message far greater than the new shoes being released. It also speaks to an emotional creativity in marketing.
Background: “The new two-minute Nike “Together” commercial that debuted Thursday night to coincide with the Cavs’ season-opener, is getting a lot of national buzz. Shot in Cleveland under a shroud of secrecy earlier this month, it combines heart-of-the-city sentiment with feature film lighting and editing techniques, all underscored by an emotional, escalating mantra: “Hard Work! Together!”” (O’Connor, 2014).
This commercial has a really good narrative about being homegrown, leaving, and then maturing and returning home to be a focal point of pride and optimism for the city. I think the way it shows the relationship of sports and community in a realistic, organic portrayal is a very powerful force. It makes people feel connected, and it makes something like buying the shoes or t-shirt or whatever LeBron James wears seem like a natural part of being in the tribe of something meaningful.
Another interesting topic that I want to talk about is the relationship between an ad agency and a company. Widen & Kennedy have been marketing Nike since 1982. Do you think a long lasting relationship like this allows an ad agency more creativity and freedom?
What makes a campaign like this so successful? Do you think it is in line with Nike’s business goals? In my opinion, these kind of marketing ads create something that I want to be part of.
One Response to Nike, LeBron James, and a message