Audience: While anyone might like this commercial, it is specifically geared towards young basketball players and fans. Kobe Bryant, the basketball player in the commercial, encourages viewers to seek their dreams, overcoming all obstacles. He implies: "If you want it bad enough, you can play in the NBA." While it might be too late for grown-ups to change their career, and join the NBA, this commercial appeals more to NBA-aspiring teenage boys, who love basketball.
Goal: The makers of this commercial are not promoting a specific Nike product, but rather, the company as a whole. If Nike commercial makers can get the viewer to link Kobe Bryant with Nike, then they, Nike, have succeeded.
How? Kobe Bryant, the greatest basketball player in the world, has experienced a lot of highs and lows in his career. Nike uses pathos, by showing both Kobe's struggles and achievements, to relate with the viewers. We, like Kobe, fail at one time or another. Kobe's story (shown in this commercial) is one of defying all odds; a source of motivation that can be used by the viewer.
Effective? After watching this commercial, the viewer is able to connect himself/herself with Kobe, and Kobe with Nike. After a watching an inspiring commercial, such as this, Kobe brings his fans to Nike and Nike brings their fans to Kobe. Although the commercial is not endorsing a certain product, the next time Nike comes out with Kobe Bryant's featured shoes, consumers will remember their emotional link to this commercial. Nice work.
No comments:
Post a Comment