MESSAGE. TONE. FORMAT.
On September 5, 2018, Nike, the world’s largest supplier of athletic shoes and apparel, released a commercial advertisement including Colin Kaepernick that caused an uproar with the American population. Despite what Colin Kaepernick is known for – controversial decision to kneel during the national anthem, the commercial was a huge success design wise. Nike delivered an inspirational message with a stimulating tone in a simple, story-telling format within 2 minutes and 5 seconds.
The ad featured Colin Kaepernick narrating and sharing stories of other athletes such as, skateboarders Nyjah Huston and Lacey Baker, Usain Bolt, Serena Williams, Lebron James, and more. Throughout the commercial, viewers witness individuals overcoming their adversities and achieving their biggest milestones.
The tone is to have ambition and self-motivation no matter what obstacles come your way. For example, Seattle Seahawks amputee linebacker, Shaquem Griffin, is shown tackling football players during his college years then transitions into a clip of him playing in the NFL while Kaepernick says in the background, “If you have only one hand, don’t just watch football. Play. At the highest level.” He closes the commercial with an inspirational message, “Don’t ask if your dreams are crazy; ask if they’re crazy enough.” The form of the commercial was truly simple, yet diverse. Every single image in this advertisement contained a diverse group of individuals. Yes, they were different shades of skin, ethnicities, cultural backgrounds, sports, but they all had one thing in common – overcoming a stereotype or obstacle. They never settled to be great like someone, they all have become greater. Although majority of the athletes shown were young, the design of the video seemed geared towards teenagers and young adults. The imagery and the narrated words developed a connection to the overall theme of Nike’s brand and their slogan, “Just Do It.”