Nike: Believe in More (Tv Ad)

https://www.youtube.com/watch?v=F-UO9vMS7AI

Opinion: In my opinion, this Nike ad is very empowering, specifically for women. The ad strongly strongly sends the message of how women can do anything if they believe in themselves more. Even though we live in a progressing society, there is no doubt that women around the world still face oppression and discrimination and this ad helps to push down the barrier towards gender equality. The ad was aired on Women's Day, particularly in Middle East, where women over there face multiple types of sports obstacles from discrimination to culture barriers. The ad breaks down the stereotypes and pre-conceptions of female athletes and shows how overcoming their fears are worth it after all.

Copy Strategy: The ad used a combination of narrative, slice of life, and demonstration format. It started of with a Hijabi woman wearing Nike apparels (demonstrating the products) to go for a run. The narrating then began with the ad's tagline, "What will they say?". The tagline refers to a question often asked directly towards Arab women when trying to endeavour something new that pushes the social norms and beliefs. The ad then narrates and highlights a series of comments often made by society that degrades women in general. Despite the discouraging comments, these women continue to hope that someday society will see them as pioneers and strong voices for this generation. The ad showed different shots of different female athletes working towards their goal with a suspenseful music and cheering sound effect in the background. Towards the end, the ad showcased a little girl who believed in herself in being the next big thing, which correlates to the name of Nike's campaign, "Believe in More".

Reimagined copy: Just Do It. For yourself.

Reference: NikeWomen (2017). Nike: What will they say about you? YouTube. Available at: https://www.youtube.com/watch?v=F-UO9vMS7AI

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