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Ad analysis essay
Nike’s advertisement “Believe in something. Even if it means sacrificing everything” encourages people to buy Nike products. It uses a black and white image of Kaepernick’s face to connect with the NFL audience. In this instance, it intends to capture the attention of NFL players and fans using a known NFL player. During the launch of the advertisement, Kaepernick was protesting against what he termed as police brutality (Rorke and Adam). Therefore, the ad also represents the political stand concerning the NFL players protesting against police brutality. The advertisement aimed at connecting with the players and the fans to boost the purchase of their products. In essence, the ad strategically connects with the audience politically and through a man who does what he believes in at the filed.
Firstly, the commercial encourages NFL players to do their best in the field of play. In this instance, it celebrates Kaepernick, a sportsman who does what he believes in without fear. Therefore, the use of Kaepernick’s image in the adverts cements Nike’s position as a partner of NFL in the United States. It creates a perception in the minds of the players and the fans that Nike understands what the game is all about and the aspiration of the players. Therefore, the boots and clothes of the company will fit the player’s struggles in the field of play. Besides, the face in the advert looks serious and focused representing a man willing to do any to achieve his goals. Thus, the company used the advert to connect with the players and fans by encouraging them to give their best.
On the other hand, the advert passes a political message to the public by using Kaepernick’s face and the “just do it” message. It supports those who chose to kneel during the national anthem in protest of police violence. The “Just do it” message in the ad shows that Nike is not afraid of anything and is not shy of supporting its ideals. It celebrates the actions of Kaepernick who was ready to sacrifice his career to advocate his beliefs to the American community (Rorke and Adam). Besides, it tries to motivate more players in the NFL to join Kaepernick in protest of police brutality. In essence, the advertisement portrays Nike’s stand on the sensitive political issues of players kneeling during the national anthem.
Ultimately, Nike uses the advert to serve both commercial and political purposes as it attempts to connect with the audience. The image of Kaepernick in the advert cements Nike’s position as a partner of NFL in the United States. It creates a perception in the minds of the players and the fans that Nike understands what the game is all about and the aspiration of the players. Therefore, the boots and clothes of the company are designed to meet the demands of the players. On the other hand, the advert passes a political message to the public by using Kaepernick’s face and the “just do it” message. It supports those who chose to kneel during the national anthem in protest of police violence. The “Just do it” message in the ad shows that Nike is not afraid of anything and is not shy of supporting its ideals.
Works cited
Rorke, Tom, and Adam Copeland. “Athletic disobedience: providing a context for analysis of Colin Kaepernick’s protest.” FairPlay, Revista de Filosofia, Ética y Derecho del Deporte 10 (2017): 83-107.