Ad Deconstructed

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.

Ad Deconstructed

So Basketball superstar Lebron James, is leaving the team that made him a star for the Miami Heat, as always fans never want to see their team's top player go and are overcome with anger. Afterall LJ spent all his pro days at the Cavaliers and now he is switching lanes.

He wants to play for a NBA championship hopeful. Knowing Nike as a company that never misses a golden a opportunity for brand-building. They didn't send a spin doctor to do apologies, they made a advert and aired the video on Youtube and TV. The advert is above and sure, its streamlined and tongue-in-cheek production, LJ asks repeatedly " What should I do", linking neatly to Nike's payoff-line , Just do it

In the slick and witty production, the player asks repeatedly “What should I do?”, linking neatly to Nike’s strapline, Just Do It.

To be continued......