Archive for Nike
A friend and colleague recently posted the Nike spot titled Courage to his Pinterest page. It got me to thinking about Nike and the art of the montage spot.
Nike and advertising are basically synonymous.
Advertising and montages can be considered synonymous too.
However, good advertising montages are another story. They are typically an anthem spot with a familiar celebrity’s voiceover trying to talk about how whatever company is so valuable or how valuable you are to whatever company.
The reality is most of these spots suck.
Unless you’re Nike. And then you get guys like me paying homage to W+K and Nike for their omnipresent greatness and ability to so consistently create great montage spots that deliver on the brand promise and make me want to “Just Do It.”
With that, I deliver my top six favorite Nike montage spots.
For anyone who has played competitive sports, you know everything about this moment.
This is for the new Nike Fuel band. I’ll be taking the stairs from now on, thanks.
This just might make you believe that there’s an athlete in all of us.
My better is better than your better. Yes, Ladainian that would be correct. One commercial would vault Saul Williams into the public spotlight and end up being a favorite workout song on everyone’s iPods.
This spot gives me goosebumps every single time. Without fail. It speaks to the elegance of sport and I love it.
“RT @MalikYoba: RT…Twitter makes me like strangers I’ve never met and Facebook makes me hate people I know in real life.”
I couldn’t help but agree but I didn’t know why. That was until I received a copy of Grant McCracken’s new book, “Chief Culture Officer”. This is an excellent read named one of the best Innovation books of the year by Business Week and one of the best Big Idea books by CEO Magazine.
But I digress.
In “Chief Culture Officer” McCrackan references the old Nike ad “Tag”. I remember the ad vividly.
In it is a live version of tag played out in the middle of the day on urban streets. Mr. McCrackan offers a few theories on why this ad resonated and what it meant to us culturally. The third of those theories is what he calls the notion of the “generous stranger”.
Although referring to the ad, he might as well be referring to Twitter as well in saying,
“’Tag’ evoked a third trend we might call the ‘generous stranger’. For many of us first notice came in the form of a bumper sticker that read ‘Practice random acts of kindness and senseless acts of beauty,’ a phrase so influential it now has its own Wikipedia entry. Several thousand years of cultural practice and religious teaching had encouraged us to think of generosity as a personal gesture that passed between known parties. The ‘generous stranger’ trend suggested that it was better when things passed between perfect strangers. “
And thus Twitter suddenly makes perfect sense.