As an advertising professional, I'm used to being labeled as one of the great evils of the country. I can't tell you how many times I've been somewhere when it's come up. Back when I was a youth counselor at my church, we'd take the kids to events where a speaker would talk about the evils of advertising, telling women they had to look a certain way or that everyone had to act a certain way. They'd all turn to me and giggle and point. Nothing like having an evil one as your church counselor.
So, maybe it's because of those memories that I so love the "Find Your Greatness" campaign from Nike. The whole campaign is about everyday, normal people and successful athletes alike find whatever it is that makes them great. In their olympics spot they showed people of all types finding their own small victories in whatever sport they wanted to play in towns and cities all over the globe named London, except of course, the London where the games were held. When featuring a famous athelete, he's talking about how all the doubters and name-callers made him more determined to push harder.
Nike: Find your Greatness – London
But the best example is one that features a long shot down a lonely stretch of road. In the distance we see someone jogging towards us. We hear them huffing and puffing as an announcer occasionally talks about how greatness isn't something for a select few, but something that can be found in all of us. As the jogger gets closer, we see it's an obese 12-year-old boy. He's not running pretty. He's slow and sweaty and just managing. But his greatness is in the fact that he's doing something. He's out there trying to be a better, healthier person.
Nike: Find Your Greatness – Jogger
Critics say Nike is exploiting the poor kid. Advocates hail it as the new Dove beauty campaign. From what I've read, Nike isn't just getting him to do this for a commercial and then leaving him with his acting check. They have encouraged him into a full fitness regimen and are helping him along the way. It fits in with a lot of what Nike is doing with their brand, including their Nike Plus Fuel Band and their running apps. They have transformed into a brand that cares about helping you lead a healthy lifestyle and willing to give you the tools to get there. It is the antithesis of the evil advertiser stereotype. And it's the way all marketing is trending these days.
So what do you think? Love it? Hate it? The way things should be or same old exploitation tactics in a new setting?
Mike McClure, Fat guy, Nike Plus Fuel Band wearer and brand fan
Thanks for the great article..