1. The advert aimed to increase Nike’s salesby appealing to the human drive to
push themselves to greater limits. It was produced during the 1980s and
tapped into the fitness craze of the time, pushing Reebok off the no 1 slot in
the sport brand market. Because it is something everyone can relate to, it
appealed universally and so the product sold well.
I think they achieved this because Nike is a respected sports brand and the
slogan is recognised by most people worldwide without the logo being used.
I think what makes it different is the simplicity of the advert. It doesn’t try to
over-promote the brand, but it sticks in the head of the consumer and is
synonymous with fitness and sport in modern pop culture.
While it does use the Nike logo, it is understated and is not essential to the
logo. The bold white lettering on a black background catches the eye and stays
in the head, while the full stop gives it a sense of finality which increases its
capacity to stay in the mind of the consumer.
The slogan was coined by the advertising agency, Wieden& Kennedy who in
werein charge of Nike’s marketing campaign.
Anthony Richards Unit 7 Task 1B