http://www.youtube.com/watch?v=--sJnZmvJis&feature=relmfu
Nike is probably one of the biggest names in the world. Founded in America, it now has roots everywhere, even in the most isolated places. If i were to say monks, what is the first thing you think of? The first word for me is discipline. The ad shows the traditional monk living areas and what people think of old japan. The white painted kimono lady or geisha, the beds on the floor, the temple/ dojo style housing. Most distinctly their robes, i think loose fitting red and yellow, white, or brown robes; not what is shown in the ad. Three monks decked out in the newest of nike's running technology. Technology bring specialization. Nike has shoes, clothing, and almost lifestyles for each and every sport. Monks run, so why not give them the best of running clothing.
They start the ad showing the moss on the ground, the wetness of the flora, the chirping of looming creatures; all to create a sense of isolation from modern culture. Why is it that nike has to spread its tentacles into the most peaceful of places? These monks do represent themselves well- complete discipline. The only sound is an aura of light sounds or tones, the ominous trickle of rain, and their footsteps.
Things i noticed were:
synchronization
the color red
the shining sun, but the ad looks dark
Matt Noonan, Larry Ross, Alex Elchert, Kevin Duke
Why is it that nike has to spread its tentacles into the most peaceful of places?.... I think that the answer to this might be that they want to appeal to the population of viewers that aren't active athletes to show them that even modest people, such as monks, can enjoy a good exercise in Nike shoes. Nike commercial can be intimidating to people that are "inactive" or out-of-shape. Since Nike usually advertises with the best of athletes, it might make people get the wrong impression about the kind of athlete that you have to be in order to own Nike apparel. This commercial takes a completely different turn by featuring monks instead of athletes. I think that this could really motivate people to go buy a pair of Nikes and enjoy a peaceful run like the men in this commercial. It seemed like they were running to complete a mission. I wonder what this mission (hidden meaning) was.
ReplyDeleteI find it interesting that nothing was actually said during the commercial. Nike seems to be making a point that the shoes tell all: we don’t need to hear the voice of a human being to explain the power of a shoe. Then again, what does that imply about how human culture is evolving?
ReplyDeleteI also agree with Bailey that by showing monks instead of professional athletes, a whole different audience can relate. However, the monks were still in shape, and so it is still linked to a certain type of audience. What if Nike showed people that were categorized as “out-of-shape” or “inactive” using their equipment? What kind of motivation would that create in the “inactive?”
I find Melissa's idea of what would happen if Nike were to show inactive people interesting. I believe that Nike aims its advertisements toward active people because it is much easier Nike to influence a runner to buy their running shoe than to convince an inactive person to be active. If Nike were to begin marketing toward this other group I believe that this would hurt peoples perception of Nike as the best of the best. I think that the Nike commercial was more aimed to show that Nike caters to active people all over the world, not so much towards those who are not active.
ReplyDeleteI find Baileys idea that it relates to the "inactive" very interesting. Usually when I think of Nike I think of athletes,discipline,commitment, and motivation. Although all of these aspects were shown in this commercial, they were shown in a different way than usual, which makes this commercial even more interesting. Why did they choose monks for their advertisement? And why were these monks all active? Maybe they are trying to show that every type of person can be fit and wear Nike, even those who you wouldn't expect.
ReplyDeleteWhen I think of Nike commercials I often also think of Gatorade commercials, they both advertise to the same audience. Like Bailey said they are often advertised by athletes to show the active lifestyle, and if it isn't an athlete, it is someone running or playing a sport and being active. I think that taking the route of advertising Nike with people that are inactive would be very interesting because a lot of the world's population, specifically Americans, are not active or not as active as they should be.
ReplyDeleteI also found the relationship between nature and Nike interesting. The tone of the commercial was very peaceful. I wonder if Nike was trying to tie the two together by showing the moss and the dripping water and the nature of Japan while the Monks were running through the natural environment.
I agree with the idea that another or a whole different audience can relate to this commercial. This is my first time seeing this commercial and I would say that it is not a popular advertisement in America as it shows foreign languge. The association being sponsored in this commercial is an international commercial which explains that it is to attract an international audience which is why there aren't athletes or any other famous figures being represented in the commercial.
ReplyDeleteI agree with Bailey. Typically when I see a Nike commercial there is always a Professional athlete endorsing it. Also Nike is a brand that sponsors a lot of sports teams. I found it interesting not only that they made a Nike appeal to people who aren't so athletic or active, but that the commercial was placed in Japan and stared Japanese people. Nike, to me, has only been recognized as an American brand but this commercial shows me that it is world wide.
ReplyDeleteI find it kind of ironic that Nike gets a large chunk of labor from poor Asian countries, where they underpay the workers. This is almost like a redemption commercial for Nike in Asia. They are trying to show Asia in a good light and to sell it to the very people that they almost "enslave" to work for them. Very interesting indeed Nike.
ReplyDeleteWhen I see Nike commercials I always see fit people running in Nike shoes and it makes sense to me that they target that audience. If I'm an inactive person I'm not going to go out and buy an expensive pair of Nike's to go running once or twice a week. I also think this commercial helps to show the global affect that Nike has. They could have chosen an american running through town but that wouldn't have as much of an effect on foreign countries compared to showing three monks running around Japan. In the end I think this commercial perfectly illustrates globalization and it's affects on the world
ReplyDeleteI think the overall message of this commercial is to show how a product can start in one country and can branch out to other countries very quickly. This commercial globalizes the brand Nike just by putting Japanese monks as the main focus. I also think that since no words are used it helps to air the commercial all around the world. This helps to enlarge the target market and make the Nike brand prosperous around the world.
ReplyDeleteThe monks seen in this video are not professional athletes, but they are professionals in their faith. I think that this is strange since this is not the average normal person running or pro athlete training ad that we are constantly seeing remade. One interesting thing I thought stood out was how this new technology seems to merge with nature and zen throughout the commercial. Technology is evolving at such a fast pace that it normally does not resemble nature or natural forms. This shift from what is not only the newest shoe but what is the most natural reminds me of the Vibram Five Finger shoes that emphasize the natural form and contours of the foot. Is similarity to nature a theme that will encourage enough buyers for the product to stay afloat? With Nike's prominence it is not so much a factor but what if a smaller brand of shoes advertised in a similar fashion?
ReplyDeleteThis commercial interested me very much. It is not everyday that you see a monk running in the latest running clothing and equipment. This commercial shows just how far of a reach Nike has. Obviously, it targets the mainstream larger markets like the United States, but it also interacts with even the smallest of markets. Nike did not have the intention of drawing people's attention to the product with this commercial, but rather to whom it is being worn by. I personally do not like this as an advertisement, because it does not showcase the new gear very well. I view this commercial as more of a "look how far we've come" reminiscent moment for Nike as a whole.
ReplyDeleteWhat surprised me is the connection of themes within the commercial. During the beginning to about :30 you get a glimpse of the moss and the runners seperately; but then a little later in the intro you get the opacity of both nature and the Monks shown together at the same time on the screen, signaling that there is some sort of "natural" relationship between the two, but now Nike (being a modern technological source) has been integrated in the relationship of the spiritual monks and mother nature. It's funny because I've always been given the impression that Monks (In general) kept to themselves and are truly traditional and stick with products from their own region (I don't know why I just always assumed that). But Nike showed me in a way that Monks are the same as anyone else messaging to the viewer "Yeah I have them to!".
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