The ad was made Wieden+Kennedy of Portland,Oregon and shows some of the biggest names in soccer prepare for a match. One of the difficulties with advertising for sports and sports apparel is telling the same story in a new and exciting way. It always comes down to the big game, the big moment, and its hard to keep that moment feeling fresh time and time again. yet, Wieden+Kennedy managed to accomplish just that with this advertisement. The repetition of the audio is brilliant. It fits into the narrative naturally, keeps the audience interested in the ad, and gives them an opportunity to show off the sneakers. The audio also builds up and crescendoes as the tension of the ads story does. The ad also makes great use of celebrities like Ronaldo and Rooney who are in the spotlight during the build up to the World Cup.
At the end of the advertisement, viewers are encouraged to go to nike.com/riskeverything. Once at the site, consumers are encouraged to share their best moments, join the tournament, download an app, and choose their weapon/sneaker. Visitors are also given the choice to "shop the ad" and buy items directly from the commercial.
Overall the campaign reaches consumers on several levels in interesting ways that encourage consumers not only to buy the products, but also interact with the brand and build a relationship.
I think the "shop the ad," idea is really creative. I've never really seen or heard of being able to buy things that were shown in an ad. This definitely relates to users in a whole new way. Often times, if you see a commercial with something you like in it, like an article of clothing, its difficult to find that piece of clothing, especially in your vicinity. So kudos to Nike!
ReplyDeleteI really enjoy this commercial. The World Cup is arguably the biggest stage in all of sports in terms of viewers. I think a little less than half the population of the entire world were watching the 2010 World Cup, so an audience this large clearly sparks interest for advertisers. I also love the way this advertisement progresses. It does a great job of building suspense which will get people excited about the World Cup as well as the Nike brand.
ReplyDelete