With the mix of internationally recognized celebrities (you’ll recognize at least one), the seamless change out of language (men-hombes-uomini vs. women-mujeres-donne) and liberal use of physical action over dialogue, 72andSunny creates a truly multicultural ad campaign that resonates across a wide range of ethnic groups and is readily adaptable to present in multiple global markets, while (and this is the most important part) succeeding in communicating a single call to action: Go to Nikeplus.com and join the community. (Although once you go there, it would be more effective to have something visually connecting the campaign to the website–once there I didn’t know where to go to ‘participate.’)
Professional athletes, dancers and celebrities including Paula Radcliffe, Roger Federer, Fernando Torres, Eva Longoria Parker, Tony Parker, Sofia Boutella, and Zlatan Ibrahimovic are among those engaging in the competition.
You have about 5 seconds for someone to grasp the meaning of your messages. Are your communications too ‘language focused’ to be effective for diverse audiences? What do the visual images in your marketing materials or web-site say, if someone doesn’t take time to read the fine print? How many people and of what backgrounds will look and immediately think: “This ad is speaking to me.”
Take a look at the Spanish and Italian versions. Do you still understand the ad?
On March 28th, 2009 at 5:04 pm Cross-Culture Tweets - Week 13 of 2009 said:
[...] Are you too ‘language focused’? Multicultural Marketing Success with Nike Men Vs Women Campaign [...]
On April 9th, 2009 at 10:54 am Rachael said:
I think nike has done well in the past years and is still growing in size. When i play sports I usually choose nike over adidas
On September 14th, 2010 at 7:26 am CD Printers said:
That was a really good commercial from Nike.