Brand Project #4 Nike

David Orr, Benjamin Pierce, Danny Holmes, Sam Ortolani

Brand Project #4 Nike

Serena Williams Nike “Dream Crazier”

https://www.youtube.com/watch?v=whpJ19RJ4JY

“It’s only crazy until you do it”  “Just do it”

https://docs.google.com/presentation/d/1e3UE6CQo9imjSg3LUij-y3qgQ_rfAEdoF--6yCVXmi0/edit#slide=id.g5097ef4104_0_314

1.     Objective (the purpose of the campaign) To inform women and men about an ongoing issue that Nike proudly stands with them.The double standard when it comes to emotion in high intense moments. As for men when they are caught in the same situation are usually praised for being passionate. For women they can be penalized be called emotional, hysterical or aggressive. What brought this advertisement attention was in Septembers U.S Open when Serena Williams had called an umpire “a thief” in an argument and fined $17,000. Williams claims that she had heard male tennis players call the umpire “several things” before with no punishment. This ad brings upon the fact of equal opportunity in sports such as the girl playing football with guys being called crazy.

This advertisement shows Women should be passionate about sports and push boundaries without fear of criticism and that Nike Brand will stand with them.

2.     Target (Who the ad communicates to)  When people think of sports they think of Nike and when Nike shares their opinion people listen. With this advertisement it brings strong emotion and try’s to change the way people think about female athletes. The advertisement targets specifically women who play sports and could be inspirational to all women that face these issues. This also raises all viewer awareness in sexism in sports. Nike with this advertisement “Dream Crazier” is trying to inspire females and educate the male consumers to spread awareness and a positive message about the issue.

Support:

• Nike supports women in sports
• Do what people will call you crazy for  
• “Show them what crazy can do.”

Best Products: comfortable, flexible workout attire

• Clothes that can be used again and again, that retain their comfort and slim fit.
• Sponsor the best and most competitive and driven athletes: Serena Williams, Lebron James,
• Colin Kaepernick,
• Simone Biles, etc.

Brand Character:

• Connectivity -It’s a story people can relate to
• Hard Work mentality - “Just do it” attitude
• Sports and Fitness company - targeting athletes

Tone: This advertisement continues with the the new sub-slogan “Dream Crazy”
that Nike debuted in their Colin Kaepernick commercial last year and also later featured in the Lebron James “I believe” ad.
The commercial is advocating for the equality of women in sports.
Serena Williams, one of the most popular, competitive, and successful female athletes of all-time fiercely narrates about how women have progressed in the sports world.
Her voice-over tone initially suggests sarcasm as she lists off female stereotypes. She is attempting to stress how ridiculous those stereotypes are through her words as video contradicting the cliches plays alongside it.
After that, she uses the word “crazy” repeatedly to describe real-life achievements of other female athletes and herself. The usage of crazy is to emphasize that what these women have done is not objectively “crazy”.
However as the name of the commercial suggests, crazy is supposed to ultimately be a positive word for athletes.

Single-Minded Proposition: I would say that the most important part of the advertisement that a viewer and consumer should take away from Nike in this video is the concept that Nike is a big supporter for women empowerment and women's social stigma in the sports industry.
More specifically, the social stigma the world seems to have on women in the sports industry. The idea of calling them “crazy” only helps to fuel the fire in this particular ad making women look even better for proving wrong what used to be inaccurate stereotypes.

Big Idea: The last picture in the video states, “It’s only crazy until you do it” goes perfectly with Nike’s slogan itself to simply “Just Do It” and not succumb to any barriers especially the verbal ones that bring you down. The idea of calling the women athletes “crazy” only helps to fuel the fire in this particular ad making the woman look even better for proving wrong what used to be inaccurate stereotypes.
The ‘fire’ in this case being the single-minded proposition that Nike so eloquently got across to us consumers.

Tone: This advertisement continues with the the new sub-slogan “Dream Crazy” that Nike debuted in their Colin Kaepernick commercial last year and also later featured in the Lebron James “I believe” ad.
The commercial is advocating for the equality of women in sports. Serena Williams, one of the most popular, competitive, and successful female athletes of all-time fiercely narrates about how women have progressed in the sports world.
Her voice-over tone initially suggests sarcasm as she lists off female stereotypes. She is attempting to stress how ridiculous those stereotypes are through her words as video contradicting the cliches plays alongside it.
After that, she uses the word “crazy” repeatedly to describe real-life achievements of other female athletes and herself. The usage of crazy is to emphasize that what these women have done is not objectively “crazy”.
However as the name of the commercial suggests, crazy is supposed to ultimately be a positive word for athletes.