Nike has branched out in recent years, moving away from their iconic “Just Do It” slogan to more niche oriented marketing. The following five spots demonstrate how Nike has effectively used branded storytelling to appeal to different sporting segments.
The only thing Nike Running’s newest ad is missing to be considered a full fledged rom-com is Matthew Mcconaughey (or Sandra Bullock). Nike combines humor, singing, and romance to create this awesome commercial, which diverges significantly from Nike’s previous campaigns. So did it work? With almost 1.5 million page views in April, the answer is a resounding yes.
Nike hired Casey Neistat and Max Joseph to create a set of commercials for their new #makeitcount campaign. However, instead of filming a traditional commercial, the two decided to use the money to go on an adventure, traveling to 13 countries in 10 days (while filming it all). The result? A viral phenomenon. In less than a month, the 4:38 clip has received over 5.5 million hits. Click over to Mashable to read more about the clip.
Directed by David Fincher (The Social Network), this 1:06 spot tells the story of two newborns who grow up to be NFL superstars. The first time you catch a glimpse of a Nike product is 44 seconds in, on a pair of gloves (you actually see a Reebok logo before you see a Nike logo). Just seven seconds before the video ends, a Nike logo flashes onto the screen under the words “Leave Nothing.”
Directed by Michael Mann (Public Enemies), this ad features NFL Superstars Shawn Merriman and Steven Jackson competing up and down a football field. This advertisement is void of a single clear shot of a Nike product until late in the video. Three seconds before the video ends, the Nike swoosh flashes onto the screen.
Neither this ad nor Fincher’s were created sell a specific product. They were created to sell a dream, sponsored by the Nike brand. Fincher and Mann do a masterful job of doing just that.
Nike makes it easy for you to imagine what it’s like to be an international superstar in this two minute Nike Soccer commercial. The viewer is taken on a journey, from toiling amateur to Arsenal icon, playing against the likes of John Terry, Ronaldinho, and more.