This is the link to the controversial ad Nike ran during the Olympics: Find Your Greatness
During a time when nearly 37.5 % of United States adults and 17% of United States children are obese (the highest levels of any country world-wide) Nike could not have designed a more effective pre-Olympics commercial than their “You’re your Greatness ” ad. The commercial begins with runner jogging down a long gravel road, we do not know his/her identity nor that this is a Nike commercial. As the jogger continues to run down the road, a British narrator discusses greatness. “Greatness is something we made up”, he says “somehow we have come to believe greatness is a gift reserved for a chosen few, for protégées”. We can now see that the runner is 200 pound Nathan who is just twelve years old. As he continues struggles to jog, the narrator concludes, “greatness is not so rare DNA strand, we are all capable of it, all of us”.
This ad created quite a stir in the media as to whether or not it utilized appropriate rhetoric. In many ways this commercial sends a positive message to viewers, one that encourages the everyday American to get out there and achieve greatness, using Nike products of course. But in the same instance is Nike sending the message that young people can only achieve greatness by becoming physically fit? Nathan could someday become a great painter, a great writer, a great chief, or great scientist, none of which require him to be physically fit.
Regardless of the message Nike is sending with this commercial it is evident that they are fully aware of their audience and how to target them. This commercial was aired during the Olympics; a time when thousands of Americans tune in to watch humans test their physical limits. Nike could have used a commercial that depicted an Olympian training, like companies such as Reebok and Adias did. Instead they chose to show Nathan, something almost every American can relate to, weight struggles. Watching the Olympics many of us think “wow that’s amazing I could never do that”. Nike sends the message that you can become fit and achieve “greatness” through small steps just like Nathan is. They attach their company name to the idea of becoming a healthy, active, American.
As viewers, many things about this article draw us in, we are curious who the runner is, and the narrator’s voice with its fitting British accent is the only noise in the whole commercial so we listen. When we finally see Nathan struggling to jog, we want to cheer him on! We are motivated by his struggles to make changes in our own lives. Nike’s intended message is clear: if he can do it so can you. This is a very powerful message during a time when so many Americans are overweight and weight-related diseases are running rampant. The commercial’s use of pathos is concise and raw.
The location of the commercial is also familiar to Americans. This could have been shot in New York City or some fancy track at a prestigious location. Instead, the jogger is running down a asphalt road surrounded by grass fields and the occasional mailbox. Most Americans can look out their window and see the same thing. Nike wants viewers to know that with their products and a simple road you can achieve greatness.
The company Nike has significant ethos, so it does not need to prove itself. Nike is a household name that almost everyone, even worldwide, recognizes. Nike outfits and sponsors many Olympians, sports teams, and even sponsors their own events. If a company like Asics ran an ad like this, it would not have been as effective as Nike. People know Nike, they grew up with Nike, and in many ways they trust Nike and its products. Therefore, they trust the message the company sends.
This is about 3 pages long so far. If anyone has any suggestions as to what I could add, it would be appreciated.