Nike Advert - Analysis 1

Nike Presents - Just Do it: Possibilities

 

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

This advert stands out as having a high production budget, with its use of expensive sets, effects (the explosion at the beginning) and professional athletes. However, the advert involves some ideas Steve and I hope to use as inspiration when creating our product. This advert appeals to its audience in a motivational way, through the use of the voice over in particular, and successfully incorporates a variety of sports to appeal to all interests. It also successfully uses both genders, so not to seem sexist and appeal to all people interested in sport. It is these ideas that we wish to use in our own product, widening our products appeal.

In terms of cinematography and editing, the advert successfully uses ideas that our product could benefit from. Shot types such as a varied range of wide angle shots allow the scene to be set and gives the audience a better understanding of the sport taking place, which is crucial in order to appeal to all interested in sport. We need to use a similar technique in order to give our audience the clear impression that our product suits all sports, and all people interested. The advert also uses a lot of short takes, quick transitions and tracking to increase the pace of the advert. This is an important feature as it reflects the nature of sport, supporting the genre, as well as connoting the idea that the product is appropriate for any sport thrown at it. Ellipsis is an effective editing technique also used in this advert to have a similar effect. Other specific shot types include the use of close ups, for example on the Nike shoes during the running and football, to display the product in action, and emphasising the product being advertised. There is also a couple of effective over the shoulder shot used, during the basketball and boxing shots, as the more amateur players look on at the professionals. It therefore displays the product positively, as the young boys looks on at an idol using the product. This effectively enhances the products power in the world of sport, as the young boy was inspired.

In terms of sound, the most effective form in this advert is the use of the voice over. The voice used is confident, and talks in an informal and chatty way. This is effective in this advert, as the audience will see this character as normal and just like them, enhancing that anybody can be inspired to use this product. The confidence also enhances the idea that the product is successful. Another feature of the voice over that appears to be successful is the comedy it uses. For example, when the bull rider approaches the Rhino, and the voice over says: “what kind of Bull is that?” (0.25). This connotes the idea of not taking the idea of sport too seriously, as this competitive nature can sometimes be seen as intimidating. It appeals to all audience types again, and encourages all to be motivated. Finally, the use of imperatives, such as: “move your feet, move your legs, move the ball.” (0.29), is motivational as it encourages people to get out and do sport. The non-diegetic music used in the background is less significant and not well known. This means the voice over is obviously listened too. This is a similar thing Steve and I wish to achieve, as we will create this kind of music using ‘Garage-Band,’ so it is original.

Finally, the use of lighting is a feature Steve and I could effectively use in our advert. This advert uses effects such as a combination of low and high key lighting. This is most obvious in the opening shot of the women running. She begins running alone, in low key lighting and appears to seem under confident in her abilities. The low key lighting further connotes this idea of lacking confidence. The following scene however uses high key lighting, immediately connoting a happier and more confident character. Another use of low key lighting in this clip is used in the footage of stadiums and arenas. This connotes a different idea of the footage seeming more professional and tense, as the sport is displayed in a more competitive way. This is an effect Steve and I wish to use in our video, as we feel the lighting would be effective in creating a tense and serious atmosphere for some of our sports. However, high key lighting could also be effective to show a bit of light hearted and less serious footage, therefore appealing to a wider audience of all abilities.

Katie Hunt