Lebron James "Rise" campaign follows: a Nike ad that featured golfer Tiger Woods in April. That effort, in the wake of scandal in his private life, was seen as manipulative and in bad taste – the “apology” featured the voice of the golfer’s dead father.
Perhaps we can thank Nike’s relationship with footballer Eric Cantona for sowing the seeds for this sort of brand exercise. In 1995, Cantonakung-fu kicked a fan who had verbally abused him during a match. Nike’s response: an ad in which the player attacked racism in sport.
Well done Nike, for taking ownership of these situations, and reminding us that this is one sports brand that knows how to squeeze every last drop of value out of its spokespeople.
They did it again.
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