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Thats right. And thats what this whole damn book is about. In fact, the Nike brand isnt going to make any sense to any of us unless we understand why Phil Knight doesnt like advertising. Think of the following as a guide. A guide that will remind us in many ways how we got to where we are today. A reminder of why we believe in what we do. And why what we do works.
THERES CULT OF THE BRAND AND THEN THERES CULT OF THE CONSUMER.
Nike is an inuencer. Therefore we should be inuencers, not the ones being inuenced. But more importantlyNike is an instigator.
MAKE COMMERCIALS THAT LEAVE YOU WITH SOMETHING. WHEN YOU WALK AWAY YOU HAVE WORK TO DO.
Nike advertising always has a point of view. It leaves you with some work to do, some thinking. And it comes in all forms. But what makes it different than anything else on TV is you gain some ownership. The part you take with you is yours.
IT IS OKAY FOR YOUR ADS TO BE HATED, DESPISED, AND SOMETIMES EVEN BANNED.
Some people loved the Chainsaw. Some people found it offensive. Good. People who loved the commercials found even more reason to love them when they heard old Jimmy in shipping found them morally bereft. And believe me, you dont want to get in between two people arguing about the latest Reebok ads. Ill tell you, its heated. Just for fun, below, match the commercial with the consumer group that hated it. Role Model Revolution Streaker Chainsaw Soccer tape print Cheerleaders Angry Beatles fans Olympic TV viewers One Million Moms Parents
Your relationship with each other, let alone your agency, will determine the kind of work you do. Dan Wieden