After recently getting into an in-class argument with someone who was fed up with product placement, I thought I would demonstrate an example of how some companies are turning the tables. “The Black Mamba” is a short film featuring Kobe Bryant, Robert Rodriguez as the director, Bruce Willis, Danny Trejo, Kanye West and a myriad of basketball stars. The 6 minute film follows a story arc of Robert Rodriguez pitching a movie idea to Kobe Bryant, which eventually culminates in him facing off against the Boss (Kanye West) and his cronies (basketball stars). Because of the Black Mamba’s superior shoes (see above picture) and his ability to shoot down a helicopter with a basketball, he eventually defeats the Boss and becomes a legend.
Instead of Nike associating the shoes with their spokesperson, they have associated their spokesperson with these shoes. It is an incredibly detailed story that Nike has created in order to encourage interest from consumers and it works. The ad has gone viral, with almost 3,000,000 hits when this article was posted. They have done more than creating a persona around their product, they have created a legend around their product. This definitely seems to be a developing trend in many marketing strategies as traditional advertising seems to be losing its appeal and the attention of the public. What better way to get someone interested in your product than to make them want to watch your ad. The cinematic quality and the presentation of the film makes it more than just a regular advertisement. This is more than just about shoes, this is about Nike conveying the basketball culture and lifestyle to its consumers. But enough out of me, take a look for yourselves.
