Prometheus 6

Slatre has an analysis/review of an upcoming Nike brand promotion ad.

And that's what makes the spot so fantastic. Without words (except for the voice-over from the play-by-play guys, who are just there to add to the realism), it expresses the fundamental essence of the brand: soulful sporting excellence. What makes it work is the economy of expression. The campaign is titled "What If?"—but Nike wisely omits these words from the spot. In fact, there's no explanation given at all. A lesser marketing team would have spelled it all out for us in a voice-over: "What if Lance Armstrong had taken up boxing instead of cycling? What if Andre Agassi's mom had given him a baseball glove, not a tennis racket?" Nike lets it stand on its own.

Compare this to the recent Adidas campaign in which female fighter Laila Ali is seen boxing against her own father, Muhammad. (To see the spot, click here, then click on the big box that says "Impossible.") Adidas seeks nearly the same brand niche as Nike (innovative shoe technology, ultimate athletic performance) yet always seems one step behind. The "Ali vs. Ali" ad is, like the Nike ad, a carefully crafted piece of sci-fi. But it's cluttered, first by a voice-over that doesn't really add much—"Impossible isn't a fact. It's an opinion." —and second by its slightly muddled message. Why is she fighting her father? He's not the obstacle blocking the path to her dream, is he? Is she really going to slug him, Parkinson's and all? Is the Greatest about to concuss his own daughter?

By contrast, the Nike spot is clear, simple, engrossing, and brilliant.

I am fascinated by the techniques used to insinuate ideas into people's heads.