Nike has developed an ad casting Serena Williams as the protagonist who is wearing Nike shoes in many shots while she plays with a passion to win at every spot. The ad is titled "It's only a crazy dream until you do it," Or "Just do it". The ad has all the necessary elements that create a full impact on the viewer. It has been developed in the context of Nike's long tradition of inspiring customers with its appealing slogans and sensational visuals. A credible celebrity is shown in the ad describing his or her experience with Nike's one of the products, and sharing or demonstrating the achievements made by them. The ad, 'just do it', featuring Serena Williams, shows her journey for the achievement of success with an abundance of emotions and inspirational content included. The rhetorical appeals used in the ad create a strong impression on the viewer's mind. The rhetorical elements of the ad bind the viewer to the idea, emotion, and ambition involved. The ad is a successful effort of creating a convincing, emotional, and credible impact on the viewer's mind by bringing valued themes, entities, and appeals together in one place at right time with the right context.
Serena Williams is a well-known American Tennis player who has several titles and awards to his credit. People like her with extreme admiration. She has one of the greatest fan-following in the world. She has an undying passion for tennis. Since her childhood, she has been the epitome of struggle and achievement. People have liked her game at every stage of her career. Nike selects this universally acclaimed celebrity to represent its ideology. Nike has rightly placed Serena Williams in the ad to be their brand ambassador (“Serena Williams 'Just Do It' Replica Nike Ad”, 2019). She is shown struggling for her career through different stages of her life. As it is known commonly, Nike has excelled in its marketing campaigns, this ad is a good example of the fact. People have always a craze for sports, sports environments, and sports celebrities. Setting the concept of struggle in a sports-based scenario clicks the viewers in the first look. Further, choosing tennis and then Serena consistently represents Nike's smart ideology about creating specialized ads for its products. Serena's struggle is prevailing all through the ad-running. The d ends with the abovementioned slogan and leaves a long-lasting impression on the viewer.
The ad contains all the rhetorical appeals creating a strong impact. Ethos, pathos, logos, and kairos – all have been included in the ad by incorporating full energy and meaning. Serena Williams plays the role of a brand ambassador that gives credibility to the commercial. People trust celebrity endorsements and they prefer endorsements made by their favorite players. Serena Williams who is considered as an icon of Tennis imparts credibility to the ad and becomes the face of Nike for the viewers. This constitutes ethos of the rhetorical appeal of commercial under discussion.
The underlying theme of the ad is to strive hard for achieving the goals of life. In case someone finds it difficult to achieve what he or she dreams of, Nike suggests to try it once. Nike says it forcefully through its slogan, ‘just do it’ that implies an individual is capable to do any task; the only thing needed is to dare do it. This message has been conveyed to the audience by adding extremely emotional content of Serena’s invincible efforts to be the best in her field of passion and work. Nike successfully conveys the central theme to its audience by incorporating very powerful shots played by Serena during her glamorous tennis career. She is not only willing to win the world of tennis but also desperate to "do it" inevitably.
'Just do it' appeals to the logic as well, as it touches a serious issue related to one's career and success. What makes people most attentive to a message is explaining to them the way they can succeed in life. Nike makes efficient and effective use of people's psychology and engages them in an almost one and a half minute commercial to experience the ‘mind’ of Nike for their greater personal development goals. A connection that establishes between the ad and people’s success ideology creates the whole impact of Nike’s message. Further, the story and theme of the ad directly relate to the product advertised. The ad is about success, about running after a goal, and about dreams that are pursued by walking on the way. Similarly, Nike's shoes are symbolized or related to the essential thing needed on this journey.
Finally, the ad is developed using the right protagonist or brand ambassador, the right product, and the right idea to convey. The time of launching the ad as well as the duration of the total running are appropriate. The scenes edited and synthesized to create the ad provide a visual appeal due to the choice of content and overall decorum. The ad is well balanced in every aspect from cast to imagery to music. The costumes used, make-ups, and sets support the basic concept of the ad. The on-screen presence of Serena from the start of the ad until the end adds to the visual gratification as well. Her irresistible emotional expressions, commitment to her profession, and amazing grace add value, meaning, and emotion in the marketing message communicated by Nike.
“Serena Williams 'Just Do It' Replica Nike Ad”. (2019). https://www.etsy.com/ca/listing/628677158/serena-williams-just-do-it-replica-nike
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