Analyse marketing nike kapersky campagne

Analysis Ad Superbowl :

In an analysis of a 2019 Super Bowl commercial, I chose a 30-second M&M's commercial called "bad passengers".

In this commercial, a family mother drives on a papillary suburban road in a medium-sized town in the back of the car exclaims 2 people, who are not seen, certainly children, as they usually are.

This advertising is aimed at children because the product is introduced in several colours and the mother who owns the family wallet, it is not uncommon for a child to exclaim at supermarkets and then ask his mother to buy candy.

Then suddenly the driver stops one injects the passengers to stop fighting and then the camera scene on the M&M's on a chocolate bar unexpectedly.

The advertisement ended with a range of products in several colors with distinctive characters introducing the news m&m's chocolate bar.

Marketing strategies are aimed at children with people of different colors who can be recognized by their voices and moods and who are frequently found in humorous situations - the kind of situation where you wouldn't expect to find the m&m’s characters in order to have a larger audience because the advertisements is speaking to all persons understanding English.

The ad is innovative because the story of this one takes place in a car, we could have thought of an ad for a car at first focused on the car, but the story in inside the cars with the charismatics m&m’s characters.

but we find the m&ms in situations always different like the consumption mode ‘snack’ that he customer can eat these m&ms anywhere he wants and can find them all over the stores of us retailers.

I think this ad is effective because the simplest recipes are the best, the colours, the charismatic characters and the humorous situations that meet their target audience and beyond. M&ms’s it’s a universal product addressing to a larger audience.

What could be criticized about advertising is that it does not seem to have been diverted more than other previous ad.

First of all we will present you the historical context of the campaign in our introduction: Nike is currently the world’s largest marketer and retailer of athletic footwear, apparel and accessories.

The company was founded in 1964 by an athlete from the University of Oregon, Philip Knight, and his coach, Bill Bowerman. The name Nike was chosen from Greek mythology it’s the name of the goddess of victory. During the year 1971, the iconic “swoosh” trademark was created.

In 1984, Nike made the decision of endorsed six athletes at the Olympics of LA, the following year, the brand made the decision to acquire Michael Jordan in the form of an endorsement deal, who later become arguably the the greatest basketball player of all-time.

Nike have realized at an early stage that it is more important to endorse the players, instead of the event they are competing in. this is under the idea of making ‘marketing campaigns’ centered on attaching Nike’s name to popular athletes, it’s has been the cornerstone of Nike’s marketing strategy.

After its success sponsoring athletes, especially with the campaign « Just do it » launched in 1988, whose aim was to target all Americans regardless of age, gender or physical level.

The Nike’s campaign embodied brands image as an icon- associated with success- through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health. This led to customers associating their purchases with the prospect of achieving greatness.

During years Nike has continued to sign the top athletes around the world in many different sports as the soccer player of the national french team or the tennis player Rafael Nadal. This has continued to fuel the company’s dominance in the sports apparel industry.

In 2018 to celebrate the 30th anniversary of the “Just do it” campaign, the brand released a serie of pictures and a video advertisement titled - Nike dream crazy - in association with famous athletes such as LeBron James, Serena Williams, Colin Kaepernick and Shaquem Griffin. Our marketing study focuses on the advertising campaign with Shaquem Griffin, an American football player competiting for the Seattle Seahawks in the professional NFL franchise.

The choice of these athletes was not made by random chance, in a difficult social context in 2018 in the United States, where the assets for some marginalized communities are difficult to maintain in the society.

The brand is using these charismatic athletes, who use the power of sport to make a real change have declared the Nike Vice President Brand Marketing, Gino Fisanotti. it's not the first time in the U.S history that we've seen athletes stand their hands fighting for their rights such these 2 americans athlete in the 1968 Olympics in Mexico or Mohamed Ali at this time. These acts were perceived as revolutionary by a certain public because they outraged the establishment accepted & becoming admired and influential figures once society caught up

Here is an extract from the commercial => In the commercial, former UCF star and current Seattle Seahawks linebacker Shaquem Griffin is shown with Kaepernick narrating.

The video shows many inspirational sports stories unfolding and highlights Griffin, who had his left hand amputated at an early age, toward the end of the ad. “If you have only one hand, don’t just watch football,” Kaepernick says in the voiceover. While Kaepernick is speaking during Griffin’s part, highlights of Griffin’s UCF career are shown.

Kaepernick is shown a couple times in the video, including the closing line where he says, “So don’t ask if your dreams are crazy, ask if they’re crazy enough.” Images of the inspirational sports subjects mentioned earlier in the video appear on buildings as the camera pans out with a caption that reads, “It’s only crazy until you do it. Just do it.”

>, the slogan is still relevant and at the heart of the controversy, after the American football player, Kaepernick removed from the NFL for refusing to sing the national anthem as a sign of political protest, becomes the face of the spot thirtieth anniversary.

Now we will focus on the picture of the commercial

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