Nike Advert - Analysis 2

Nike: Find Your Greatness

http://www.youtube.com/watch?v=_hEzW1WRFTg

The aspect I particularly like about this advertisement is that it incorporates characters from different ethnicities, abilities, ages and genders. This gives the representation of sport, and this particular brand, being appropriate for everybody. And the title, “Find Your Greatness” connotes the idea of people being able to find their own ability, giving people more confidence in their abilities and therefore motivating them. This typography is used at the end of the advert, in block capitals, over the footage. This is effective as it links the ideas of motivation and sports together – a similar idea to what Steve and I wish to achieve.

In terms of shots used, I feel this video uses a lot of relevant material that adds to the theme of motivation. For example, there are a group of clips used to show amateur approaches to sport. This is different say, to the previous analysed clip, as this involved a lot of professional footage. However this advert uses footage such as a girl flipping on her front lawn and a girl doing a handstand in her lounge. The location here is key, as it enhances the idea of these people being amateur. Both these clips appear to be filmed using a handheld camera, to further support the idea that this is amateur footage. I feel this footage holds a subliminal message, aiming at inspiring people to pursue their dreams and practice, wherever they can. This is particular motivational and has audience appeal, as anyone can achieve it.

A similar idea is connoted in the use of wide angle shots at the beginning of the clip, where the characters are displayed in alternative locations to that you would usually associate with sport. For example, the rugby is taking place on what looks like sand. The use of close up shots here shows how much these young boys are enjoying the sport, while the ambient sound of them laughing further supports this view. This is motivational also, as it shows that sport is influential, whatever your situation, and that is brings joy to these lives. The use of young people is also inspiring, as it shows that sport is still progressing. Steve and I have considered using young people in our clips, as well as teenagers (our age) because of this appeal.

Similarly to the last Nike clip, this clip also uses a voiceover. This again is very effective in the sense that it uses a confident speaker that adds to the motivational message. A particularly good part of this clip, setting it apart from other adverts watched, is the way the footage works with the voice over. A good example is when the speaker says “somehow we’ve come to believe that greatness is reserved for a chosen few” (0.16), and a close up of a young boy is used, as he shakes his head with a serious expression. I think this connotes the idea that the youth are strong and determined, as the boy seems unwilling to accept the claim. This will motivate the audience, as it is as if the boy is speaking on behalf of them and inspiring them.  

Katie Hunt