Unpopular opinion: nike ads are kinda corny
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Speaking from a place of absolute bias, but *most* motivational messaging is corny af until you as a listener are in the right place to receive it. If you're not the kind of person who feels like life is a series of (whether to achieve your goals or reach your personal potential), pretty much nothing Nike says is going to resonate with you... and that's perfectly okay. It isn't for everyone!
I agree! Which is why I pivoted away from ad agencies.
But also—it’s not never, per se. But a grand majority of the time, it’s an unwelcome interruption on the path to what people actually want to be doing. But I digress.
My memory is that for every JDI anthem, there used to be bunch of fun, light, almost throwaway feeling spots. And the serious nature of the global brand team and their influence on everything in the name of consistency and efficiency is the culprit.
P.S. They probably have some overly aggressive internal mantra like “dominate the message” to justify this one-note-ness but yeah it wears thin.
that’s a great point
I don’t think it’s that unpopular. Every widely celebrated new Nike ad seems to be a twist on a motivational speech, usually themed around defiance. Nike (like Apple) has been grandfathered into their glowing press coverage and award show wins. Their best work has been nothing special for years. Meanwhile Adidas are making both far more interesting work and product, as demonstrated by their actual sales. But why let anything like the truth get in the way of a lazy awards show jury?
Sometimes they really are, but last year’s Olympics ad was pretty fucking great.
It’s designed for mass appeal, of course it’s going to feel corny. Anyone in the industry can see the brief if you look hard enough.
But can’t knock them on craft, that’s always on point. Beautifully done art direction.
Summit Ice is killing it.
Have to agree with you. The latest string of work from Nike and Jordan Brand have really missed the mark.
To be more constructive in my (meaningless) opinion, I wish there was more sincerity in the work. Thought they were onto something with “Am I a Bad Person?” but the run turned out to be a sprint.
To me, hence the phrase “in my (meaningless) opinion.”
The sales are telling enough about how the work is landing with the audience.
Agree with the courtroom drama, though—I forgot about that piece, and it was one of the better things to come out of this era. Even then—again, in my opinion—what I’m craving out of Nike is less pastiche and schtick and more sincerity.
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Opinion: Corn ads are kinda corny