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L.A. TIMES REVIEWER SAYS SHE CAN GIVE NIKE SPOTS POOR MARKS
Published January 8, 1998
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).