Task 1: Describe an existing media advertising campaign (P1 & M1)
P1(U20): Describe an existing media advertising campaign
Share a coke: coke campaign
Aims and objectives of the campaign :
The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. This advertises the company and what the company has to offer. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to consume the product, not just love the brand
Personalised Coke cans rolled out worldwide as an extension of the wider Coca-Cola marketing strategy of Open Happiness. They “encourage customers to share a moment of happiness with friends, family and loved ones”. The Share a Coke campaign proved successful across a number of key platforms. Now, the initiative has taken on a momentum of its own on social media. People of all ages are scrambling to get hold of a personalised Coke can and share this find with their followers.
Choice of media:
The media that the product used were using a newspaper advert and online adverts between shows on the TV and advertisements on YouTube. It used billboards to advertise the product and the company, and it also used social media sites like Facebook and Twitter. The product also used hashtags like '#shareacoke' which went viral quickly because the target audience for this which was the younger audience tend to use many hashtags to advertise a company that they are supporting. Print media as well which is basically newspapers
The media that they used in the campaign was billboards. This media was effective because billboards are known to be eye catching and indulging to people. Billboards are known to be the most effective and since these were very eye-catching and had a #shareacoke which would then encourage the people who are interested in the drink look up and search for the drink and where to buy it and personalise the bottle. Since the bottle is personalised it encouraged people to figure out who they would get the drink for and whether they should put in the nickname of the person or not.
Another type of media would be social media. In the campaign one of the most effective adverts that was distributed on TV worldwide and was known to have shown statistics such as 50% of young people / teens have tried it due to the trend of the hashtag online and because of the target audience being shown mostly in all of the advertisements. Throughout the campaign you could see many young teens and young adults enjoying a cold drink which then helped attract the target audience and people just above the target audience and many more. Since the use of #shareacoke was going as well as people seeing on celebrities social media pages that they are sponsoring the campaign and enjoying it, makes the audience feel interested and indulged in the campaign. Which then encourages them to support the campaign and enjoy a drink of coke and post it and say #shareacoke.
Target audience:
The 'Share a Coke' campaign was mainly targeted at teens and young adults which would be between the ages of approximately 16 -25 because they were more likely to be able to understand what the advert is about and what it is aiming to advertise to people around the world. This campaign would bring people together which was what the campaign was trying to get. The audience would be mainstream and the people who it was advertised towards would be people who are heavy users of social media and people who like to share content online and take pictures of themselves with their name on the bottle.
The good thing about taking photos of themselves and tagging the brand and campaign would increase the number of bottles of coke the company sells. The psycho graphic of the target audience would be that they are social people who like to hang out their friends and do activities like playing sports or even do gaming. The geographic of the target audience would be international because many people know the English Language, however each campaign are targeted individually to individual countries
Key messages:
The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. The key message is that everyone should share a coke. It’s about sharing something you love with the person you love. This shows moments of happiness and pure joy. It shows shared moments matter. The sentiment of “sharing a Coke” with someone else broadened the appeal. The digital experience enabled people to send a virtual Coke to someone else via Facebook. As the campaign gained popularity, the company did a second release where they let consumers vote for the next wave of names.
The “Share-A-Coke” campaign was built around a powerful story theme — community. The concept of sharing is very community/family-centric. It allowed people to connect with a story of love, acceptance and understanding. It created a global family.
Representation:
The names printed on bottles and cans in stores represent many popular names as well as the diversity of cultures. It personalises their very own limited-edition glass Coke bottle via the new e-Commerce store. This empowers anyone with an unusual or diverse name or nickname to join in on the fun. It known as a company that champions inclusive and diversity. People in the campaign are presented as happy and being joyful and having a good time. It is also very inclusive since it shows people of different ethnicity and religions. This representation people sharing a drink shows how people feel after enjoying a cold drink on a hot day and having a fun time with the people that they love. The representation of celebrities is showing that they are enjoying the product with their friends and family and simply the ones that they love. In the TV adverts, coca cola use young people, which are represented as fun, outgoing and enjoying. This campaign shows adverts of diverse people and teens who are from a range of backgrounds. This allows people to relate to them and feel a sense of connection.
Campaign logistics:
Relevant legal and ethical issues and regulatory bodies:
ASA which is otherwise known as Advertising Standards Agency would be a regulatory body to consider since they respond to concerns and complaints from consumers and businesses and take action to ban ads which are misleading, harmful, offensive or irresponsible. As well as responding to complaints we monitor ads to check they're following the rules.
Some of the ethical issues the share a coke campaign faced is the backlash from the pollution their company caused, as well as the sugar content in their product. in 2013, before the campaign, coca cola was named the worlds most valuable brand, this means it has a huge impact on its consumer base. Since coca colas launch, it has increased both sugar and caffeine contents, leading to governments such as the UK government introducing sugar tax on their products. For a company as big as coca cola, they have a huge environmental footprint.
Examples of ethical issues found to had affected the company includes racial discrimination, health issues, channel stuffing, issues dealing with unions, competitive, and contamination issues. The ethical problems led to severe consequences such as loss of customers, ban on Coke products, among other adverse outcomes. Coca-Cola's responsibilities include remaining respectful of all cultures and their laws and traditions, maintaining their ethics and values, while being accountable for their actions. They should offer compliance and social good as required by law yet extends farther than their own interests.
They don’t have a wide range of names which means that people aren’t represented. The names don’t translate to other places in the world. They don’t include everyone only names that are well known. They also have issues to do with selling fizzy drinks to children and teenagers which encourages the children to drink that kind of thing instead of healthy and tasty kind of drinks. This could them encourage them to drink that kind of thing which would then lead to unhealthy diets and habits which could affect the teenagers and possibly children in the long run.
The company makes sure that they don’t have any false statements which may damage the company and the reputation of the company. This is known as libel. The campaign makes sure that the ingredients are the same as what is displayed ion the campaign adverts. For example, with the coke being known for having no added sugar and no colouring which makes out healthy. They make sure to include all the correct information to not mislead the audience and harm those who may have dietary requirements that could possibly get injured due to wrong information. This could then possibly lead to them getting a ruined reputation and possibly defamation.
The ASA which is the Advertising Standards Agency which makes sure ads across UK media stick to the advertising rules (the Advertising Codes). The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and is responsible for writing the Advertising Codes. The agency have powers to investigate financial advertising on TV and radio, but complaints about product-related claims in non-broadcast ads for credit products such as credit cards, store cards, personal loans and secured loans should be made to the Financial Conduct Authority.
The three main objectives are: To seek to maintain at all times and in all media a proper and generally acceptable standard of advertising and to ensure that advertising is not misleading or deceptive, either by statement or by implication.
Nike - NOTHING BEATS A LONDONER campaign
Aims and objectives:
The aims and objectives of this campaign is to get a sense of their target audience. the campaign is trying to show what part sports play in peoples lives and what affect it has on people. Since the campaign specifies the sense of competition, it allows children and teenagers to express how they feel whilst playing those sports. The aim of the campaign is to connect with their audience and try and encourage teenagers and the target audience to participate in sports and feel the same way the people in the adverts feel about sports which is passion and love for the sport. It is also trying to connect to the people of England and encourage them to buy the sports wear so that they too can feel the passion and love that those in advert feel.
The campaign is trying to again awareness of the brand and rebrand of the company with the new and engaging campaign Nothing Beats A Londoner. They also get athletes who are well known to inspire those who are watching the advert. This could help inspire them to become whoever they want. It also uses children and teens from London so that people known that it's not just fro the professionals to use. It also includes sports that aren't generic such as football and tennis, it does include those but not majorly.
Target Audience:
By turning the tables and focusing on the reality of sport in London, also using humor and colloquial language, Nike ensures that the ad resonates with its target audience of young, city-dwelling consumers. This is targeted at the age range of young youthful children because in the advert there is representation of the age group as well as the clothing is aimed towards the younger generation. The people who would get the clothes from the company would be people who are active and sporty since the advert aims this at people who are interested in sports. This advert doesn’t exclude other since it shows children at school who get bullied so anyone can wear the clothing.
The target audience age is 13-18, so mainly a young target audience. The secondary target audience would be middle aged people like 20-30 who are interested in the brand and the clothing brand. They would be seen to be interested in the new brands that the company has produced and specifically the rebranding.
Key Messages:
The message in the advert is that anyone and everyone can wear the clothing since everyone is fighting to be seen and heard and this advert represents that fact. The message that the brand is trying to show is that’s everyone has different abilities, skills but they can come together on how hard they must work to get there and that they all wear the same brand of clothes. This would be shown in the advert because its shows everyone who is the target audience shown wearing the product as well as different ethnicities and cultures wearing and showing off the product which shows representation of them in the video. The key message is shown because it encourages the audience to wear the clothing, it also shows people who have different skills and abilities which makes people feel more included in the brand.
Representation:
This advert shows off a lot of representations. Throughout the advert it shows different races and ethnicities which shows that shows that anyone is a Londoner. It also shows that all Londoners are different. This shows diversity and represents every area of London in just a small, short advert. This advert represents how many different people there are in London and what they face when doing that sport. It also shows what type of sports people do and what struggles they may face competing that sport.
Alongside 258 members of the public, the ad also features a number of celebrities and athletes, ranging from Olympic medallist Mo Farah to grime artist AJ Tracy. However, unlike previous ads that revolve around famous faces, the inclusion this time is both subtle and seamless. It’s so seamless in fact that it doesn’t matter if the famous faces are not so recognisable to you, as they still blend in with the ad’s narrative, and merely complementing the starring role of the kids. The specific choice of celebrities is also something to admire, as Nike has clearly steered away from the most obvious or indeed famous, instead choosing those who are both credible and inspirational to young Londoners.
Choice of Media:
The media used for the advert is using youthful social media like Instagram, Snapchat and Facebook which is what the target audience mostly use in a day. They also show the advert on YouTube and on TV since it would be able to reach a wider tarter audience and more audiences globally since if the target audience don’t use those social media platforms, they’ll be able to reach them on other sites.
One type of media would be online film adverts which is the one that is found on YouTube. The advert that was on Youtube got over 4.6 million views and was seen to be an overnight sensation since many people were seen and known to have been researching the new campaign. This was an interesting and eye catching advert since it had so much going on and was out of the world since it had many celebrities and people from the public who played sports. This advert was seen to be inclusive since it was seen to be very diverse, both culturally and ethnically. They also showed both celebrities who were in the sports industry but also people who are aspiring sports as a career which allowed them to be known and viewed all over the world.
Another type of social media would be posters. These posters advertised the products with the name of the campaign which was LDNR with a Nike tick which is a well known logo for this company. It either shows a well known celebrity which is almost always sport related celebrities or people who were in the advert and aren’t celebrities but have a sports background. This is a good way of showing people since those who are in the advert actually play those sports and aren’t just models and actors. The poster is an effective way of advertising the campaign since it shows something similar to the video advert which shows the person in a place in London. Also since it shows places in London then it allows people to connect with the advert on that type of level.
Billboards would be another type of media which presents the campaign as being interesting and shows it in another type of perspective. This shows people in their type of sport or even a certain type of activity. They are shown wearing the type of sportswear to advertise the new campaign of the brand and company. The billboards aren’t presented on big ones as shown below. It is shown in places in London and not the main parts. It is shown in popular places and mostly the places where they filmed the advert. However it is shown in other places but they make sure that the advert on the billboards and in popular places where people would go.
Campaign logistics:
As the young Londoners are the focus, they launched the campaign through their social channels. Each of the athletes was given their scene as a standalone piece of content, which they posted on Instagram, linking to the next competitor to create a massive social media battle between some of London’s best young athletes. Soon after, the edits were amplified by the famous faces who also star in the campaign. The full version of the film was then broadcast from February across TV, Cinema and Online.
This professional campaign titled 'Nothing Beats a Londoner' was published in United Kingdom in February, 2018. It was created for the brand: Nike, by ad agency: Wieden + Kennedy. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted almost 5 years ago.
Call to action:
The brand is showing that it is open to all ages and races which means that everyone is included when it comes to the brand. It shows inclusivity and makes sure that everyone would feel that they could relate to what they struggle with. If people play that sport or participate in a certain activity, then they can relate to the problem and therefore it creates a bond between the audience and the character in the advertisement. This could then intrigue them and pull them in which makes them want to buy the product. This also targets people who play different sports to others, and this makes sure that everyone is included in the rebranding of the product.
The brand and company want the result of the campaign and adverts coming from the campaign to be having lots of people buying and researching the campaign. They also wanted the campaign to go viral and they wanted the use of the hashtags to be apparent in success of the advert. The brand hopes that the campaign is a success and is a sensation in the media campaign. Nikes well know and world-famous slogan is , “Just do it,” is as straightforward as it gets. We shouldn't expect anything else from their call to action. For this campaign, it is saying to people that nothing beats YOU which targets individuals cos the main target audience would be Londoners which mean that they are the ones who are targeted most of the time.
Approach:
By turning the tables and focusing on the reality of sport in London, also using humour and colloquial language, Nike ensures that the ad resonates with its target audience of young, city-dwelling consumers. They are trying to target all ages and make sure that it includes everyone, and that means ethnicity, age and race. Nike was also trying to rebrand and have a totally different approach to the consumers. They also changed the area and environment that they targeted the advert at. The rebranding is targeted at all people who live in a London and all the problems that they encounter daily.
The brand also used celebrities who are known for sports to show how far some people come to achieve their dreams. The use of celebrities in the advert were celebrities who were known from parts in London. It encourages people that if they continue to persevere through the tough training they will eventually make their way up. However the advert doesn’t always advertise celebrities it also shows people from different places in London with different backgrounds and ethnicities.
Relevant legal and ethical issues and regulatory bodies:
The ASA which is the Advertising Standards Agency. They ensure that concerns and complaints from consumers and businesses are handled correctly. They take action to ban ads which are misleading, harmful, offensive or irresponsible. As well as responding to complaints we monitor ads to check they're following the rules. They are inclusive on all the audience and show that in the advertisement. They show different ages, races and ethnicities in the advertisement and shows people that everyone is included to buy the product. Nikes advert doesn't have any harmful language towards younger children and has no violence in the advert apart from boxing which the sport shown in the advertisement. There is also no copyright and slander/libel shown in the advert, it's an original advert and no one has used that.
Nike removed the creative advert from its YouTube channel in March amid the initial legal complaint, which stated the global sports brans use of LDNR breached the LNDR trademark. The Intellectual Property Enterprise (25 July) favoured the case of LNDR and warned the US apparel company not to use LDNR again. In the film, prominent influencers were seen wearing LDNR branding, and the logo was also rolled out on social media and in-store displays, and at live events at merchandising giveaways. The verdict of the issue feel in favour of LDNR which resulted in them winning the case and then soon Nike pulled the campaign fro all their channels by force. Though before the fall, Nothing Beats A Londoner was an internet sensation and a popular campaign in Nike.
Nike have run into copyright trouble by using LDNR as an abbreviation for Londoner in their expensive promotion ahead of. The legal complaints are understood to have come from a number of companies including eyewear firm Foresight & Vision who have LDNR trademarked as one of their sunglasses brands.
M1(U20) :Evaluate different cross media advertising campaigns for consistency of message
Share a coke - Coca Cola advert
This campaign is very consistent throughout the campaign and the rebranding of the company. The brand presents consistent colour schemes such as the main colour scheme which is red and white. This is shown in the poster magazine, YouTube advert and billboards since in every one of those adverts consist of those main colours of red and white. However, with the diet coke and zero coke they have different colours which are silver, black and red to show that they are different. However, it still has a colour which is shown in all of the advertisements which is white, and you can see below that they still are shown and apparent in the advert. Throughout the campaign the main colour scheme has been red and white but when having the different types of Cokes then its colour that is shown in all is white. The color scheme on the advert and has been with the brand for a long time has been red and white. This is either with a red background and white writing or vice versa. This has been consistent throughout and these colors are known to be associated with Coca Cola. Also in these adverts, the Coke bottles are shown in most adverts as shown below which shows consistency within the campaign. These bottles are also shown at least half way in the advertisement which shows the audience the topic of the campaign and the advertisements which is coke or Coca Cola. It allows the audience to understand what they are viewing when they watch or see the advert is will stand out to them. it is shown like this in billboards, magazines and posters to allow the audience to see the topic and get engaged in it.
The theme of share a coke is to create memories and good times with the people that you love and enjoying it with your own personalized drink. The “Share-A-Coke” campaign was built around a powerful story theme - community. The concept of sharing is very community/family centric. It allowed people to connect with a story of love, acceptance and understanding. It created a global family. This is shown in the adverts since when they are put on the posters, billboards, magazines and filmed advertisements it shows the actors and the celebrities being happy and sharing the drink with the ones that they love and with who they class as their family. It shows it main purpose of the drink which is to have a great time and be happy.
The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. The tone of the advert maintains the feeling of happiness and creating memories, especially when they use the target audience in their advertisements. The result was that 1.25 million more teens tried a Coke during the following summer and sales of participating Coca-Cola packages rose by a phenomenal 11% in the US. 'Share a Coke' in the US was more successful in driving sales than in any previous market that had run the campaign. The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to consume the product, not just love the brand. The Coca-Cola Company purpose remains clear: To refresh the world and make a difference. This purpose is uniquely us. It's why we exist, and it's needed now, more than ever. This is shown consistently throughout the campaign, this is shown in the video advertisements which show that the actors in the advert are enjoying the drink and having a good time with friends. This creates good evidence of shared happy moments since the person drinking the drink shares it with those that they love. It is also evident in the billboard adverts as well as the poster and magazines since it shows the consistent view that those who enjoy the drink share moments of happiness together. The advertisements consistently shows that people want to enjoy the drink with those they love. It is evident in all the adverts since it is trying to show the continuousness of the purpose of the campaign and adverts.
This brand of drink doesn’t have many celebrities and just uses actors who are not as noticed to be in the adverts. This shows that people other than celebrities use this brand which makes it more inclusive of the less fortunate and wealthy. However there had been some celebrities who have been seen to share and post them enjoying the drink, for example Selena Gomez. This was more apparent on social media however with posters and billboards which are seen to be more effective they use celebrity endorsement to help with the call to action of the product. Coca Colas approach to share a coke was to use celebrity endorsement, and personalise the brand. They used celebrities who where popular with the target audience, such as Selena Gomez and Taylor Swift. This meant that young people felt involved with the campaign, as the figures they looked up to where as well. Their target audience where more likely to feel involved through the use of celebrities. They also centre their approach around involvement with their consumers, by using the personalised bottles. The tone of the advert maintain the feeling of happiness and creating memories, especially when they use the target audience in their advertisements. The adverts show people drinking together, creating memories, having a good time and drinking from their personalised bottles with their names on it. Other advertisements of theirs show people saying cheers, clanging their bottles together and subtly showing that they are sharing with each other which then creates a feel of happiness in the campaign which is what people can associate Coca Cola with. This is shown and is apparent in all of the of the adverts. The main aim of this campaign is to bring people together and you can see that in billboard adverts, video adverts and posters. It is evident in the advertisement since it shows celebrities enjoying drinks, this is shown on Instagram page of the celebrity Selena Gomez enjoying a drink with friends. The hashtag on social media like Instagram, produced on billboards as well as magazines and posters. The hashtag helps to promote the product and make it apparent to the public. This is consistently shown since it is in most of the adverts like the billboards, magazine, poster and social media pages, it will then encourage the audience to participate in getting the product and sharing with those they love. Celebrity endorsement is evident on social media as well as on billboards to engage the audience, this is shown consistently throughout the campaign on billboards, magazines and social media posts to encourage the audience and viewers to get and share the product. However, there isn’t always celebrity endorsement such as in the video advert and in most of the billboard advertisements since it is trying to advertise the product. This is consistent throughout the campaign and is evident in most of the adverts throughout the campaign. It must be consistent to show the use of people in the averts and make it more inclusive for the public.
The typography of Coca Cola which is also used in the logo of the brand is Spencerian Script. This is usually presented in different colour texts and are usually all the same shape and size except for the logo. The Coca-Cola logo is essentially a slightly modified version of Spencerian script. This logo is shown in all of the adverts like posters, online film advertisement, social media pages, and billboards, this is shown and is the only typography that is used for drinks. This is a well known typography since it is only used for this type of product rather than other drink. This logo is always shown in the colour of white which is one of the main colours in the colour scheme, but sometimes is in black depending on the type of Coca Cola. Also in the advert, the name 'Coke' is shown multiple times to symbolise the brand and to make sure people know what the drink is. The word Coke is shown in all the billboard adverts and and the same typography so that the audience and viewers understand what they are reading and viewing.
Nothing Beats a Londoner - Nike advert
The colour scheme of the brand Nike is mainly black and white which is what the adverts and mainly this colours. The colour scheme is simple and well known which means people can tell what and understand what the brand and company is. The colour scheme remains the same in all advertisements, for example in the posters, billboards and YouTube advertisement the main colours in them are white and black. This colour scheme is a well known trait for the brand and company. For this specific campaign, the colour remains the same to signify that all the products have the same colour scheme of Nike. The colour scheme is the same because the company wants to make it obvious that its in the same campaign and to make sure the target audience doesn’t confuse it for another brand and campaign. Most Simplism logos use black and white hues, like the Nike logo does since the B&W colour style makes people feel real naturally. B&W is an ideal nesting place to start creating a logo. The colour scheme is seen in all of the adverts and is one of the main colours for the products such as the clothes and the bags that are sold by the company. Another significant and consistent part of the campaign would be the 'LDNR' slogan and logo for the campaign. this is what most of the products have on it to signify the campaign and to support the brand and the rebranding of this product. The LDNR slogan and logo for the campaign his shown on all of the products from this company. This is shown on the adverts such as the billboards. This is seen so that people can be able to link in what the products are. LDNR is shown on the product as well as on the advertisements such as the YouTube video and the billboards of the brand and campaign of the and by the company.
There is also a significant and important logo which is a tick and people can understand and know that the tick is Nike since it's the old brand with the logo being a tick. The logo is usually white in the logo but when it comes to the products it is either black or white since that is the main colour scheme. The tick for this campaign is mostly white since that is one of the main colours in the colour scheme for this campaign and for the brand and company itself. This is apparent in the magazine, poster, billboards, social media, clothing line for the product and the Youtube video. This is shown to make it obvious that the brand is Nike. The Nike logo design elements include: Shape: A fluid check mark image denoting the wing of Greek Goddess, Nike. It was said that a check mark shape is fluid and indicates movement and speed. The Swoosh is the logo of American sportswear designer and retailer Nike.
The advert also includes the people presented in the advertisement always doing sport activities and sports which shows that people use the clothing and products when doing sports. The typography of Nike is Trade Gothic. This is a simple and readable and is used in a wide variety off projects and is excellent for headlines and spaces which are condensed. This logo and typography is used in every single of their advertisements since in order for the brand to be recognisable the logo and typography has to remain the same. In the magazines, posters, billboards and adverts on YouTube the end swoosh and typography remains the same to make sure that the audience doesn’t get confused and allows the audience to understand that the campaign is in the same brand as Nike and that there aren’t other campaigns being produced by that company and brand.
The Nothing Beats a Londoner advert uses many celebrities which are related to the topic which is sports. The filming of the product also features cameos from sport stars, musicians and other big names which relate to the topic of nothing beats a Londoner. This includes footballers Harry Kane and Alex Iwobi, England football manager Gareth Southgate, athletes Dina Asher-Smith and Mo Farah, and grime artists Giggs and Kano. This is also shot across the capital in Dalston, Peckham and Brixton which shows the well known and popular areas in London. Alongside 258 members of the public, the ad also features a number of celebrities and athletes, ranging from Olympic medallist Mo Farah to grime artist AJ Tracy. However, unlike previous ads that revolve around famous faces, the inclusion this time is both subtle and seamless. It’s so seamless in fact that it doesn’t matter if the famous faces are not so recognisable to you, as they still blend in with the ad’s narrative, and merely complementing the starring role of the kids. The specific choice of celebrities is also something to admire, as Nike has clearly steered away from the most obvious or indeed famous, instead choosing those who are both credible and inspirational to young Londoners. This is apparent in all of the adverts, when it comes to the YouTube adverts, posters and billboards you can see that there is celebrity endorsement as well as endorsement of sport players or possibly actors which shows the difference of the endorsement used in Nikes advertisements for the campaign.
The tone and genre of the advert is to create memories and to celebrate London in general. This advert instils a sense of real pride in Londoners and Brits in general. With London often being the subject of criticism relating to crime, poverty, and homelessness etc. It shines a light on the positive aspects of the city and its determined and proud communities.One of the most effective elements of the ad is that, despite being set in London, it avoids all the stereotypes that you might usually expect.
The theme of the brand and company is to inspire and motivate the public to do something and if they put their mind to it they can do it. The main message is that people can expand their potential and that the company does this by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work. This is shown in the advertisements since it shows how people are like on a day to day life which makes the advertisement more realistic and more valued to the audience since some of the audience can relate. They also don’t show stereotypes of people and make sure that people see the other side of London and how competitive the sports is in London. For example in the YouTube advertisement, magazines and posters it shows London as being a creative part of England and shows the pride that people who live in London feel for their home. It also doesn’t show the crime rates and the homelessness within London, it shines a light on the positive parts in the city.
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