Everything you want is only one step ahead
The number of thoughts that humans think per day is approximately more than 6,000. And you know women, who have far more better and advanced brain, thinks more. This advertisement of Nike showcases how a woman’s mind works and how they talk in their head. The idea of the advertisement is to empower women, to challenge themselves. It features how the woman is tackling obstacles thrown at her by conveying different thoughts and hearing them and getting empowered. Nike has a way of achieving their consumer’s attention in a very emotional yet empowering way. This video is one such example. It engaged me to a point where I thought of actually thinking what the other person would be thinking. Looking at the world from a different person’s perspective is what storytelling is all about. Everything is so digital these days that humans have lost a sense of touch with how life was before digital.
Digital world has made an easier world for all of us. But it has its own achievements yet drawbacks. In the communication field, it has lengthened its arms into the world of marketing and advertising. Communicating is a way of being connected to people all over the world. Storytelling, marketing, and advertising, this all is part of communication. Nike’s advertisement showed how women are better for thinking the way they think. Our brains have a thought process for every single thing. It focuses on any and every aspect of life. In a case of emergency or danger, the mind goes to flight or a fight happens. In cases like where there’s an option of exploring a cafe or going back to the same restaurant that you love, the mind decides what’s better for the person. These are the type of thoughts everyone has. How they’ll reach their place or where to go, when to go, all these are back in our brains. In this advertisement, women are thinking all kinds of thoughts and then at the end, it shows how they are better for it. The way of them being motivated by themselves and then being better for it is illustrated. It doesn’t only say that they are better for finishing the marathon or the exercise that they are doing. But the focus is on how they are better at actually empowering themselves by the thoughts that appear in their head.
Focusing on the simple aspects
The storytelling, cinematography, direction, and writing are all what a marketer thinks while doing an advertisement. The storytelling of this particular ad has been impeccable since it adds an emotional perspective to the narration and a psychological one as well. Emotions are being portrayed by the bunch of women and consumers are engaged in them while radiating empowerment and motivation. While focusing on the aspect of cinematography and direction, it also has been great but my personal opinion is that they could have done better as compared to their writing and direction. A story has to have a start, a middle portion, and an end but here we see a very abrupt start that the consumer is trying to find what is happening but once the consumer captures 10 seconds of it, he is being drawn to it like a moth to a flame. Visuals that are being demonstrated are very aesthetically pleasing to a consumer. The most engaging aspect is direction, the story holds you as to what it is trying to convey and why the story is going forward the way it is going.
Here are some statistics and data to prove how it also has garnered the interest of not only me but a million other people:
Nike’s #BetterForIt campaign has achieved great success where more than 15 million Instagram posts actually carry the hashtag. The brand sales after this campaign rose to 31%. Also, #betterforit was headlined by a series of short films, including “Inner Thoughts” and “Last.”
Why I love Nike and why this particular piece of the ad?
Nike has always been the brand that picks a challenging topic and guides consumers to have an empathetic reaction to it. This brand is the one that has a voice and isn’t afraid of speaking it as well. Nike has also researched how 31% of women engage in sports while men are at 40%. Fear of being judged was stopping them. This showcases how women should do it and be bold and empowered not live in their fear. We see instances of how everyday women are pushed back but seeing brands advertise that women are brave, strong and everything that they want to be only if they try to push forward and are motivated to achieve it.
Works Citied:
https://www.wk.com/work/nike-better-for-it/
https://www.racked.com/2015/4/14/8410323/nike-better-for-it-campaign
