The motivations behind the new Nike commercial

Amirmukaddas

This advert is a strategic move by Nike to celebrate women in sport ahead of the  2019 Women's Football World Cup which will be played in France from 7 June to 7 July. In short, whether woman or man, every athlete leaves an indelible mark outside of their context of belonging and gender. Nowadays, most sports fans consider various brands as producers of social change and expect them to take a stand on social and political issues. This time too Nike did it in its own way, siding with women and their battle for the recognition of professional athletes. Women who chased the craziest dreams, regardless of the obstacles and the outcome. The sports brand de facto establishes an ongoing relationship with its target audience through bold storytelling .


In short, a move from Nike's winning marketing strategy without compromising Denmark Telegram Number Data sales numbers in any way. Nuovo Spot Nike: Dream Crazier vs Dream Crazy According to a study on emotional engagement carried out by the London-based agency Realeyes, the Dream Crazier advert surpassed its predecessor in terms of engagement. Both of the two advertising campaigns were created by the renowned agency Wieden & Kennedy Portland  and the most important indicator of the performance of these two campaigns, i.e. emotional resonance, was detected by testing the two Nike commercials with 500 US adults. Dream Crazier performed better among men and women, scoring eight out of 10 points in Realeyes' Emotion All total , compared to seven out of 10 for Dream Crazy.




Which features Colin Kaepernick and his protest to the US national anthem, of which I had already talked about the surge in Nike sales in my post . Among women, both commercials earned an overall score of eight out of 10. Among men,  Dream Crazier scored seven, compared to six for the spot featuring Kaepernick. During the commercial with the narration of the super champion Williams, the men were more captivated when the players criticized their being "hysterical women". Male interest only reduces when talking about equal opportunities and playing with men, while female interest grows much more evenly throughout the commercial, as can be seen in the graphs created by Realeyes.