LO1 Campaign Analysis Nike Shoes

 Ad Campaign Date: 17 May 2022

The advertisements slogan is 'Giannis Antetokounmpo power forward for the Milwaukee Bucks.' The advertising campaign is endorsed by Giannis Antetokounmpo who is a basketball player for the Milwaukee Bucks. The advertisement appeals to both the fans of the basketball team and the basketball player as it promotes both positively. Target age would be around 13-25 as it is sport related and because he is a relatively new player older fans may not know about him. Gender would be predominantly male as both people in the advertisement are male and therefore it is meant to target to the male audience of the sport. Lifestyle would be ABC1 as Typhon is from mythology and is reasonably obscure unless you are well educated. The shoes will be quite expensive meaning the audience would have to have a high disposable income which the bracket has. As well as being educated the tickets and merchandise from the sport would also be costly, and although lower classes could still afford both the shoes and the tickets to the game it would be more a once a year expenditure rather than per game or season for ABC1. The key message of the campaign is to promote their new type of shoe and to make a larger mass audience aware of Giannis. The ad shows Giannis overcoming Typhon who is a powerful monster from Greek mythology in order to reach his goals, this is to make people aware that against all the odds he alone has come through the fire and destruction behind him stronger than ever. The advert uses bright colours and graphics to catch the attention of people walking past a physical copy or scrolling past a digital copy. The use of fire also denotes intrigue and suspense as a fight is clearly taking place in front of them, and the fact that Giannis is depicted as he is in real life connotes the fight as an underdog situation similar to that of David and Goliath. They also use a large loud font for their text connoting it as if it is a film trailer for an action or blockbuster instead of a clothing advert. The use of the Nike shoes in the foreground connotes them as a practical and reliable piece of equipment as the advert connotes that Giannis has worn them throughout the entire journey through the fire and destruction and they have remained clean. However you could also argue that the themes of violence and a bad childhood and upbringing is incredibly stereotypical making Giannis seem like a token POC character rather than his own unique person. It also relies on the stereotype of all basketball players have to be a POC in order to make it in the sport connoting racial exclusion. The Scheduling of the advert being on the 17 May means it came out two days after the end of the season where in the last two games the Bucks lost to the opposing team the Celtics. The advert therefore is connoting that although the team has lost the battle they have-not lost the war and are training harder than ever for next season. The advert being digital shows technological convergence because it was available through other platforms but particularly the Nike website their target audience being 13-25 will all be digital natives and therefore appeals to their target demographic directly. However the advert was also accessible through poster form meaning it also appealed to a the general public i.e., a mass audience. 

Same as the earlier advert in the campaign the age group of the target audience is the same being around 13-25 particularly targeting the younger side who are around Sky's age. We can denote from the slogan of the advertisement that to also meant to target women and young girls, connoting post-feminism. The lifestyle of the target audience being younger would be busier and more sport orientated as we can tell from the other ad of Giannis Vs Typhon as it is also sport orientated. The use of the props (the nike shoes) also being in the middle bottom foreground like the first ad connotes continuity between the ads and therefore promotes the similarity of the brand in their product. Implying that all pairs of the shoes are made to the same degree and standard and are pristine. The key message of the campaign is therefore for Giannis challenging stereotypes of race and in Sky's ad it is challenging gender stereotypes. Therefore the ad campaign is about being rebellious, challenging peoples expectations against all odds like fighting a mythological beast and being able to fly. These are clearly meant to be metaphors for the actual challenges the two young athletes have had to overcome to pursue their dreams and careers. The ads show this in a accentuated hyperbolic form as it is easier than telling their whole life story but still gets the same message across that a four hundred page biography would. The same target audience as Sky's advert is targeted here however the age range could be wider as typical older audiences are more interested in Tennis. The advert like Giannis's targets an ABC1 audience as Tennis especially Wimbledon is connoted as a middle class+ sporting event. Opposed to a sport such as Rugby, Tennis is much more esteemed and has a posher reputation. As the crowds watching take picnics have champagne, Pimm's and strawberries and cream. The referees or 'Umpires' have to wear suits and the Royals have always been associated with the sport too. However this advert challenges the usual stereotypes of the sport as it is traditionally a 'white' sport the main exception being Venus and Serena Williams. Here we can see a young female POC tennis player