“Just Do It”
Nike is one of the Beloved Brands of all time. While I argue that a Beloved Brand requires all 5 connectors–brand promise, strategy, advertising, innovation and experience–the one that most jumps out the most for Nike is their advertising. Consistently, over the last 20-30 years, they’ve used inspiration and challenge to deliver the “Just Do It” brand idea. Nike does such a good job owning inspiration that when I see someone else copy, I think “wow that’s a good spot, but that’s Nike”. And when I see Nike try to get funny or cute, I think it’s off strategy for the brand.
Here are ten that should inspire you to go work out today.
If you let me Play Sports
This is for all the women who kick ass in sports, including my daughter.
If this doesn’t get you off your ass, then nothing will.
Michael Jordan “Failure”
For the GOAT (greatest of all time) this shows a glimpse of the human side of Michael. MJ has done more for the Nike brand than anyone.
Charles Barkley “I am not a role model”
Maybe not quite inspiring but truthful. This is long before all the disgraced athletes–Lance, Tiger, Kobe–and keeps it real as to athlete vs. celebrity vs. role model.
My Better is Better than Yours
Just a simple challenge to instil the competitive fire in all of us. I love taking on the consumers’ enemy, and the enemy that Nike’s consumer hates the most is losing.
Fighting against the natural tendency to just stay in bed.
A good attention grabber from the 2002 Winter Olympics.
Everything you Need
From the 2008 Olympics as Nike started to discover how they could dominate the games without even sponsoring. This has a great energy.
Find Your Greatness
I believe this 2012 London Olympics campaign gets as close to the Brand DNA of finding your own greatness within you. It’s not about celebrity or millionaires, or even gold medals. It’s not about big greatness, but rather small greatness. And that’s even bigger.
I want to end with what I think is my favorite Nike Ad. I know this one receives mixed reviews but I believe in all of us there is someone who is fighting against what we were burdened with. In this case it’s weight. But I love that he’s trying.
What is your fav Nike Ad?
If you are in the mood to see other great advertising, here’s a few other stories:
- 5 Ads that Will Make You Burst Out Laughing
- 5 Ads that Will Give You Goosebumps
- Nike’s “Find Your Greatness” Campaign is stealing the Olympics
- Confession: I killed two doctors in 2006
- 10 Best Super Bowl Ads of All Time
To see a training presentation on getting Better Advertising:
ABOUT BELOVED BRANDS INC.: At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential. We promise to challenge you to Think Different. We believe the thinking that got you here, will not get you where you want to go. Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands. He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth. Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world. To reach out directly, email me at firstname.lastname@example.org or follow on Twitter @grayrobertson1
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