Thanks to JE Skeets of The Basketball Jones for sending us this Nike ad. I work in advertising, so let me predict what the creative brief was for this Nike assignment:
What are we selling?
We're not sure. Limbs?
Who are we selling to?
Football fans! Definitely, football fans. And perhaps fans of Small Wonder.
What is the core message we want to relay?
Lots of people think pro football players come from big football factories like Virginia Tech. Let's make that metaphor literal and spend lots of money on it. That way, the customer will also want to be a non-thinking automaton with no individual qualities or throwing ability.
What is the key benefit for the consumer?
To walk away knowing that Nike produces its football players strictly with robots. Nike does not stitch players together with the help of small Malaysian child wage slaves/prostitutes.
How can we support this claim?
-Nike apparel is the tightest in the world
-Nike athletes are very good and standing still and not emoting
-If Nike spends lots of money on an ad with no real message, people won't particularly give a shit