29 04 2009

From Courtney Doss

This Nike ad was aired in the 90s and remains to be one of my favorite commercials. Here, Nike is targeting the urban audience by using basketball players to creatively make beats created by the squeaks of their basketball shoes on the court and the bounce of the ball. The basketball players appeal to the urban culture by incorporating music, dance, and basketball into their ad. There is also the repetition of the word ‘freestyle’ which is often associated with hip-hop, being able to rap (or dance) without a rehearsal. Being able to freestyle relates to the idea of hard work, practice, repetition, and of course talent. This commercial portrays that by using the repetition of beats, words, and players. This suggests that people who wear Nike train hard and have skills. This was a successful marketing technique for Nike and became pretty popular. After this commercial aired I remember my friends and I trying to imitate the moves we saw and we actually ended up filming our own video. Every time I watch it it makes me want to go play basketball. High-five Nike!




3 responses

4 05 2009
Jeff Pollock

That’s funny you made your own video… because I made one of those too. This commercial is one of the first that I remember, which shows how effective these ads were. This was when the And1 street ball tour was really big, and I think Nike really capitalized on its growing popularity. I think the music in the background captures your attention and really makes the commercial entertaining. It definitely makes you want to play basketall.

2 05 2009
Kana Yajima

I found it interesting that there are not only young men but also some girls and middle-aged guy playing basket ball in the commercial. In addition various racial people appear in the CM. These ideas reflect the CM’s concept, “Freestyle.” The advertisement is created simply, which means they just play basket ball. But their talented movement and hip-hop music have enough impact on us.

30 04 2009
Robert Hribernick

This is a great commercial, one of my all time favorites as well. I like how it capitalized on the growth in popularity that streetball was experiencing at the time, with a heavy emphasis on dribbling and tricks rather than dunks, which were already a mainstay of basketball advertising.

But where’s the Sheed cameo?

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