Equality

Nike just launched the latest ad featuring their stars Lebron James and Serena Williams in a beautifully creative illustration of what their sports have meant for them. It starts "is this the land we've been promised, here within these lines, within this turf..." Through the 90 second spot a narrator carries us through a narrative revealing how athletes everywhere have turned to the court where all that matters is their actions, not how they look, and not where they're from. Then he affirms that equality has no boundaries, as athletes paint courts throughout the city. I cannot accurately depict the spot, so I highly encourage you see it here.

Strengths: Again we have a very political statement from a beloved brand, but this time it's different. Wieden Kennedy really came through again for nike, this spot is nothing short of inspiring. The rest often tie in political tensions for the spotlight, but here Nike plays a backseat and allows their athletes to shine with genuine creative thinking.

Weaknesses: I really don't have any qualms with this work, it shows great creative thinking and was executed brilliantly.

Target: This ad calls out the fight in all of us

Insights:

1. The court/field doesn't discriminate; sports have provided equality while the world was lacking

2. Equality has no boundaries

Purpose: Impacting Society — Equality has no boundaries

Positioning: The champion of society

Personality: Empowered, Strong, Courageous, Victorious