Braveen Ravi – Nike Commercial

Posted: February 2, 2014 in Uncategorized

This commercial contains the two of the world’s most recognizable athletes in the world. In the Hebdige article “Object as Image: the Italian Scooter Cycle, Hebdige talks about the scooter and how it’s being associated to the notion of class. In class, we talk about how advertisement create this subculture group. In this advertisement, Rafael Nadal and Cristiano Ronaldo go head to head in their respective sport. First, Ronaldo wears the new Nike Mercurial Vapor VIII and defeats Nadal at tennis with only the shoes. Then Nadal wears the shoes and beats Ronaldo at Soccer. This creates a notion that to be speedy and fast at any sport these shoes will help you accomplish that. This advertisement creates a subculture for sports that by wearing the Nike products, it will help you become better at sports. I remember growing up, I would always persuade my parents to get me Nikes because I had this ideology that Nike shows make you faster. As well, I wanted to be associated with the sports culture. Ideally this advertisement creates a subculture for athletes. Like how in the film rowdy children wear leather jackets and roll in motorcycles; athletes that wants to achieve speed will wear Nike shoes. 

  1. cs341blog says:

    I think its cool how in this ad they change sports and the professional, or person who would be expected to win, actually loses. It’s an effective advertising strategy to advertise a specific soccer shoe while incorporating a different sport. Not only does this bring attention to the soccer shoe and attract soccer players to buy this product, it also addresses tennis players. Tennis players might be interested in watching this commercial and when they’re out buying shoes think of Nike. This is a good advertising strategy to target a variety of different sports.

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