The summer has passed, but what a summer it was. One of the key summer highlights for not just me but also for the entire world was, of course, the World Cup. The world cup is the most anticipated world-wide sports competition, more than the olympics I can safely say (I know the WC isn’t big here in Canada, but trust me, it is definitely has more emotional impact and carries more weight to any other country outside North America, although I could be plain biased).
So anyways, this was Nike’s primary commercial on television during the WC and was first aired months before. First of all, I think its a great advertisement as it concentrates on not one but a few current footballing idols. This way it appeals to many more demographic segments. They video first focuses on Ivory Coast’s Didier Drogba, Italy’s Fabio Cannavaro, England’s Wayne Rooney, Brazil’s Ronaldinho and finally ends with Portugal’s Cristiano Ronaldo, each of them arguably the finest footballing talent from their respective countries/continents. Furthermore, Nike manages to incorporate the different cultural backgrounds of each player by exhibiting not only their locations, but also certain characteristics of the player and the people that surround them in the video, for example, Wayne Rooney’s street-boxer determinism/british guile plus grit and Fabio Cannavaro’s extravagant ‘self-admiring’ over the top celebrations. By doing this, Nike is able to connect to wider segments all around the world and sell them the same idea, which is what the World Cup does, it unites people with common grounds.
What is Nike actually trying to sell in this video? Well, I like to think that Nike sells ideas rather than actual products in their commercials. In this particular one, Nike isn’t selling a tangible product, it is selling the motion of achieving success through the use of Nike products, ie Nike will provide your guidance. This video attempts to sell the idea of freedom, the freedom to write your own future, to orchestrate your own success. It is obvious that they are trying to position themselves as some sort of guide or medium that takes you to where you want to be.
I feel that it is worthwhile to notice that extremely brand conscious companies like Nike spend millions of dollars in advertisements that do not even mention any particular product like in this video. However, that isn’t what they were looking to do, the main point of the ad is to reinforce their position and brand image as a global sports company that does not only provide customers with quality sporting goods, but also something ‘more’ that helps you achieve your goals. This is how value is created.