The Nike "Awake" Commercial

So, exactly how important and influential is it when companies hire big name celebrities and athletes to endorse their products and ideas? Does it actually impact us in the way that the company intended it to?

I'm extremely partial to Nike; I always find myself buying all types of their gear. This is why I'm going to explore and dissect Nike's "Awake" Commercial. (shown below). This is an extremely successful ad, in my opinion that I can easily relate to since I've been an athlete my entire life. Obviously the fact that this commercial is packed with big name athletes is huge, but what about other details, that might not be as prominent, like the music playing in the background? Or the mood/tone that this ad creates? All of these parts help to subtly create an overwhelming sense of pathos that interact with the consumer's emotions. Which subconsciously makes them want to buy the item that is being advertised, just like Nike intended!

As I break down each component of this commercial, you will be able to see the bigger picture that these big shot producers and advertisers are trying to convey to us (the consumers).

Nike has always been a company that I can relate to ever since I was a kid in grade school. I mean seriously, everybody had to have those sweet Air Jordan kicks, and I was definitely no exception. Yes sir, I had the all white pair with the red laces that matched the Jumpman emblem in all of their size 6 and a half glory. I will definitely never forget them. What about when the Nike Shox came out? It just seems like Nike always introduce "must have" items that everybody goes crazy for. They obviously must be doing something right because they are the world's leading supplier of athletic shoes and apparel and, not to mention, a major manufacturer of sports equipment. They also have one of the most famous brand logos, The Swoosh, (see picture below) which is recognized worldwide. You can read about the full iconography of The Nike Swoosh here.

This commercial focuses on athletes getting up early as they start their daily routines which consist of, watching game films, lifting weights, or shooting hoops to perfect their respective games. The images are purposely meant to leave a lasting impression on the viewer's mind of hope and inspiration, which could be used as a motivational tool for them to become more like their famous athlete counterparts. If you take a closer look, (or are a sports aficionado, like myself) you will notice some famous athletes in this commercial such as: Tom Brady of the New England Patriots, the world's former number one female tennis superstar, Maria Sharapova, and of course, Alex Rodriguez of the New York Yankees, who is one of the world highest paid athletes. Their presence obviously promotes Nike in a positive light, because it shows consumers that they rely on their own Nike gear to start their days off right, and to help them reach that elite level of athleticism. This is a classic use of ethos (credibility) by the producers because, subconsciously or not, the next time you go to the store for a new pair of shoes, you are going to remember that A-Rod wears Nikes so maybe if you get a pair of Nikes, you will be more like him. It's a brilliant marketing scheme that makes the consumers' emotions appeal to the reputation of the sponsor (famous athletes in this case). This technique has been used in advertising for ages, and we all fall for it whether we admit to it or not.

Next let's take a look at the audience for this particular commercial. This commercial is geared towards everybody, but if you're an athlete or a sports fan, you would be more inclined to catch the famous faces present in this ad. And the "name drops", if you will, in this commercial are what make it great and effective. The genre of this commercial also follows the whole sports theme and idea that definitely appeals to sports-lovers and athletes alike.

After doing a little bit of research on this ad, I was astounded to find that RSA's Jake Scott (who has directed countless music videos for famous bands like The Strokes, and U2) was the mastermind of this advertisement. It's clear that a lot of time, effort, and money were put into this project. Jake Scott's structure of this commercial is extremely clever. The video offers many cut-scenes along with the intense rock background music (Rock and Roll Ain't Noise Pollution compliments of none other then AC/DC) synced with the video give it a very dramatic, impactful, and persuasive feel and vibe that definitely gets Nike's point across to consumers.

The lyrics of the song even say "get off your ass and come down here" as it shows a clip of a man doing leg presses which emphasizes the whole athletic nature and theme of this ad. I mean seriously, how much more direct can you get? In conclusion, it is safe to say that, yes, the use of these famous athletes/celebrities does in fact impact the way that us consumers purchase items. Since we trust the famous athlete/celebrity and their reputation, it is only human nature to be inclined to respect and have some sort of response to their endorsement. Nike's Awake" commercial was executed perfectly, and it still invokes an emotional response from me every time I see it. It makes me want to be a bigger, faster, stronger, and more determined athlete to be the very best I can. And without some Nike gear, it's just not going to happen. Note that not all advertisements are going to have such excellent unity, balance and be as savvy as this one, but deep down, we will be influenced whether we like it or not!

Oh, and don't forget... Just do it.