Prior to this past summer's World Cup, Nike began showing a commercial featuring many very prominent soccer players wearing Nike gear, telling viewers to "Write The Future" by wearing Nike cleats. The players are all playing soccer in huge games, presumably the World Cup, and they are all making huge plays for their countries. Some come up big and help their teams on to victory, while other fall short and their teams are defeated. Those players that fail are humiliated and their lives are ruined, while those players that succeed become hugely successful and gain wealth and adoration from their fans. One advertising characteristic that this ad embodies is the use of celebrities to sell products. From the beginning of advertising, companies have used celebrities to endorse their products. The idea is that people will want to emulate these celebrities and buy the products that they are endorsing. I found this particular advertisement powerful because it uses some of the biggest and most famous soccer players in the world, including Wayne Rooney, Ronaldinho, and Cristiano Ronaldo. The ad also features cameos by Kobe Bryant and Roger Federer, two of the most famous athletes in the world. Celebrity is a great seller, and there is no shortage of celebrity in this ad, especially to fans of soccer, to which the ad is targeted.
http://www.youtube.com/watch?v=idLG6jh23yE
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