Nike: Just Do It.

https://youtu.be/4gqk4WPnrpM.

    The Framework: In 1993, an NBA player caught the attention of the world when he released a TV advertisement that featured his controversial message: "I am not a role model." The ad has since been criticized by some fans. However, in a world where athletes such as Woods, Armstrong, and Bryant are prominent, its message could not be more relevant. The ad, which featured school kids raising their shirt collars as they ran onto the pitch, was regarded as one of Nike's best. It showed a group of European football players, including Eric Cantona, Ian Wright, and Edgar Davids, who faced off against a group of villains. The iconic "Au Revoir" shot from the ad cemented Cantona's status as an icon of the sport. 

    The campaign embodied Nike’s image as an innovative American icon associated with success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health. The company's target audience is 11 to 55 years old. It reaches out to this demographic by extending its reach across multiple generations to ensure that it can continue to grow and develop its brand. 

     

    Analysis of the Ad: The company's brand promise is different from its well-known "Just do it" slogan. It states that it aims to inspire and innovate for every athlete in the world. The asterisk in the bottom left corner of the promise refers to the idea that an athlete is an individual if they have a body. Nike uses social media to create a community and a lifestyle for its fans. Its tweets are short and compelling, and it often includes the hashtag #doijustt or other community-building words. Nike uses an emotional branding technique known as the Hero story in its advertising.