"Become Legendary"

    

Once again, I am focusing on a Nike commercial, but there may not be a company as ingenious as Nike when it comes to advertising.  Nike is selling Michael Jordan’s brand of shoes, an actual line of products, for a change.  This commercial, entitled “Become Legendary,” features Jordan’s voice.  Jordan, being one of the most legendary athletes in sports history, seems like he is speaking for the younger people.  Just Jordan’s iconic voice keeps the viewer’s attention locked on the television.  His speech is adds to the intensity of this commercial.  His statements transcend sports, such as “I know what it is within me, even if you can’t see it yet.”  The commercial shows another case of Nike using a one on one style to make a connection with their audience.  The ad focuses only on faces and eyes, making the commercial personal.  The viewer feels as if they are in the mind of each face.    The serious faces once again ad to the impact of the intensity of the whole ad.  Also, Nike utilizes not only athletes but also normal people, who are supposed to represent all of the non-athletes.  Nike is once again trying to sell a lifestyle to every non-athlete.  Nike wants you to know that Michael Jordan supports your potential regardless of what you choose to do.  Nike always employs effective strategies in reaching an audience most sporting equipment companies can not reach.  This advertisement is another example of why so many non-athletes still proudly sport the “swoosh.”