SBD/8/Sponsorships Advertising Marketing

L.A. TIMES REVIEWER SAYS SHE CAN GIVE NIKE SPOTS POOR MARKS

          Nike's new "I Can" ad campaign is reviewed by Denise
     Gellene of the L.A. TIMES.  In the new spots, the words "I
     Can" are superimposed over images of runners, football
     players and other athletes.  Gellene writes the "litany of
     phrases includes the inspirational, defiant and absurd." 
     They include: "I can be strong. ... I can endure pain. ... I
     can be the next Jordan. ... I can stand up to my father." 
     Gellene: "Nike says the ads are about dreams and goals.  But
     few kids watching these spots have any hope of becoming
     professional athletes, let alone the next Michael Jordan. 
     Beyond that, Nike is out of line in advising kids to stand
     up to their fathers -- the same dads that buy athletic
     shoes. ... 'Just do it' is a cultural mantra.  The new
     slogan seems destined to invite parody: I can zap this
     commercial.  I can buy hiking boots" (L.A. TIMES, 1/8).

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