Nike's Courage Ad

            Nike is known for their slogan, “Just do it.”  Usually the company only shows big name athletes, who excel at their sport.  However, this advertisement is different.  Instead of sticking to the champions, Nike decides to use pictures of non-athletes, as well as animals, in an attempt to show the average consumer that Nike praises everyone that shows courage.  This commercial is fixed around the idea that “everything you need is already inside.”  Nike uses pictures of athletes, like Lance Armstrong and Kobe Bryant, to show the pinnacle of athleticism, but this Nike ad goes beyond the normal constraints of athleticism.  Instead, Nike finishes their commercial with the usual “Just do it” slogan over a double amputee sprinter.  This sprinter, Oscar Pistorius, is what represents the pinnacle of courage.  Nike uses the ethos of Pistorius to show the true meaning of “Just do it.”  Along the way are pictures of Lance Armstrong, another athlete who is always looked at for not only his dominance in sport, but his courageous battle against cancer.  Another key to this commercial is the pictures of different nerves and x-rays.  This is an obvious reference to the fact that all of the athletes in the commercial are, in fact, human.  Nike often suffers from the idea that they only appeal to athletes, when in fact their clothing and shoes are made for everyone.  The short camera clips serve the purpose of this ad.  The short cuts have become a staple of Nike commercials.  Also, the music choice, “I Got Soul But I’m Not a Soldier,” plays on the idea that, even though you are not an athlete, you have the ability to be one.  Nike uses this ad to extend the idea of “Just do it” to everyone, instead of just athletes.