The good news is, Nike has a new “Hero” brand TVC, with (not unexpectedly) the biggest roll call of
sports stars we’ve seen in ages.
The bad news is…hmmmm.
Don’t get us wrong. It’s a decent ad – as long as you don’t go back and compare it with the almost countless great
ads Nike has produced over the years. Here’s the original to remind you:
So, what’s gone wrong? Why do we feel a bit deflated when we’d normally be walking around a good 5cm taller?
Three things. One, Nike has generally used great music. Not this time.
Two – where’s the idea? Here’s a cracking Nike ad that makes the point:
(For those that don’t know him, Yankee Derek Jeter is so well regarded they retired his number when he quit.)
Three, Nike has always been much tougher than this, a bit rebellious. The reason we’ve been huge fans for such a long time is that a company that now sells – what is it, 80% of the sneakers sold in the US? – has somehow managed to keep behaving like a challenger.
Now, the stars are all smiling for the camera and Nike feels like the giant it is, and that’s not a good thing.