About this advert
Nike + i am not a runner
3 November, 2008
Byron Dudding (Luke Spald's view
In contrast to the addicted version from this campaign comes a very interesting change of tact from Nike, designing an ad that almost mocks it's previous effort... getting away from the pretentiousness of it's almost egotistical runner from the original. Here they have got down to the nitty gritty and brought about a character far more people can associate themselves with, targeting without doubt an older audience then previously in the campaign. Perhaps this was the result of a drop in sales or purely just an effort to reach out to a wider segment of the market. nEither way this ad is very humorous, using a Scottish voice (which is widely regarded by the British public to be associated with pubs, alcohol and subsequently being un-fit), to give a realistic insight into the trials and tribulations of running and exercise. With a reference to running 'sucks' but man boobs 'suck more', the ad tries to motivate the 'average guy' to get up and sort out their appearance. I am always a fan of humour in advertising and I really feel this is a great piece of work from Wieden & Kennedy. nIn retrospect, having evaluated the original addicted version and mentioning that there was not enough reference to the brand, this ad changes that. A logo still at the end represents 17% of the ad time in comparison to 5% in the original. I feel this ad does a better job of convincing and motivating the consumer to go running with this product and makes a substantial reminder of the brand, which is surely the aim of the campaign. n
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