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At Beijing in 2008, Nike did such a good job that almost as many consumers felt they were the Olympic sponsor.

They flooded the malls of Beijing with Nike ads, knowing that people would be so hot, they would seek shelter in the malls. It was so successful, it forced the IOC to change the rules for Vancouver 2010 where only sponsors could do any ads within 150 miles of the host city. In London, Nike’s Jordan brand has already announced that they will be carrying live tweets of the US team’s Basketball games. (to read that article, click here: Nike to Ambush the Olympics through Twitter) But Nike’s “Reach For Greatness” campaign has the chance to steal away the games of London 2012.

For me, there are two visuals that stand out from these Olympics:

  1. The kid up on the diving tower, who stands in terror and eventually jumps
  2. The fat kid running along an empty country road at the break of dawn.

Here we are watching the Olympic games, where the greatest of the greats converge. Where Silver is referred to as the first loser. Where people who come fourth are in tears and feel the need to apologize. Where millionaires are instantly made–their sponsor has their new TV ad out within seconds of winning Gold. Visa congratulated athletes with real-time footage seconds after their victory and Corn Flakes has the Gold Medal winner already on their box. Terrific marketing, but what about the average Joe? Who is for the underdog in this world?

And yet here comes Nike, with two average people trying to reach for greatness in their own way. It’s a pleasantly surprising move coming from Nike who have a stable of the most pompous and most pampered athletes of our day. This is yet another move fron Nike, a non-sponsor, to hijack the Olympics. Since Nike has enough money to sponsor the games, I wonder if they are having more fun trying to steal them away without paying. It is fast becoming a lucrative hobby. It is amazing to see real people reaching and celebrating their own versions of greatness. These average people are far more inspirational than Tiger Woods or Lebron James.

This first Nike TV ad shows all the greatness going on around the world, creatively borrowing the word London, whether that’s in London Ohio or London Nigeria, London Field or on London Street. I love the end of the ad with the kid perched up in terror on the diving tower, afraid to jump. It’s a perfect metaphor for our own fears. And then he jumps. It’s the most basic of jumps, but the point is…he jumped. Maybe if we push ourselves, we can find our own version of greatness.

 

The next ad, features a 12-year old from London Ohio, filmed with one shot against a voice over. And yet it is extremely creative and inspiring. This is not a super human. This is what average looks like. Here’s a kid that’s 5 foot 3, 200 pounds, trying to get in shape. Not for the games of 2024, but just to get in shape. We can all relate to this kid. None of us are going to the games, but we can each push ourselves to get a bit better and find our own greatness.

 

Congrats Nike, you’ve done it again. This is the best return on no-investment I have seen.

 

If you are in the mood to see other great advertising, here’s a few other stories:

 

To see a training presentation on getting better Advertising: 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

Positioning 2016.112

 

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Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award.

Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics.

Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

3 Comments

Doug Brown · August 4, 2012 at 4:27 pm

Couldn’t agree more Graham. Find Your Greatness is something all us vicarious Olympians can aspire to! Great post.

johnfurgurson · August 6, 2012 at 12:32 pm

I agree. Classic, spot-on work from Weiden & Kennedy. The simplicity of the fat kid trudging toward the slow-moving camera is brilliant. Goes to show you… you don’t need a bunch of special effects or stupid, grade-school humor if you have a great concept.

Worst Ad Ever: I promise I would never let you make this ad | beloved brands · January 19, 2015 at 11:31 am

[…] Nike’s “Find Your Greatness” Campaign is stealing the Olympics […]

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