Advertising Case Studies
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Example25-Fashion.docx
1.0 Advertising Category/Name of the Brand Chosen
The category I chose is Fashion/Jewelry, and I selected to analyze Nike in this case study.
Nike: Tech Fleece hoodie
Commercial: https://www.youtube.com/watch?v=Zo248rTg2aE
Official website: http://www.nike.com/us/en_us/?k_clickid=3b222a99-9cea-4242-aa22-833f449830f8&cp=usns_kw_nike_null_txt!g!c!br!e!nike
Twitter: https://twitter.com/Nike
Facebook: https://www.facebook.com/nike
YouTube: https://www.youtube.com/user/nike
Instagram: https://www.instagram.com/nike/
Tumblr: https://www.tumblr.com/tagged/nike
Pinterest: https://www.pinterest.com/explore/nike/
2.0 Purpose of the Advertising
This commercial seeks to convey that Nike Tech Fleece hoodie is of extremely high quality and the technology it employs is advanced. By illustrating the enormous effort that Nike makes to produce one Tech Fleece hoodie, as well as showing complicated machines working on one hoodie, Nike tries to convince the audience that this hoodie is quality and luxury. Combined with the “Warmth Without Weight” caption, the caption which appears at the end, the commercial also expresses that the hoodie is warmer and lighter than other hoodies. The ultimate purpose of the commercial is to make customers aware of the new product and new technology of Nike and persuade audience to take the next step and buy it.
3.0 Creative Strategy/Brief
The commercial starts off with a spinning, advanced and complicated machine. Following this scene, the commercial shows how the fiber of the hoodie is woven. This scene tells the audience that Nike pays a lot of attention into the basic level. Then the commercial leads the audience to the fabrication of some symbolic design points of the hoodie. The following scene shows the large complex machine weaving a Nike Tech Fleece hoodie. These scenes all tell the same message… that Nike expends great effort to make this hoodie and it’s of extremely high quality. In the meanwhile, by showing the hoodie in the middle of the screen and a large complicated machine working on it, Nike gives people a sense of feeling that owning this hoodie can make people feel better about themselves.
After a scene showing the iconic Nike logo, the whole image of the hoodie appears. Following this, the screen turns red, the color which reflects that the Nike Tech Fleece hoodie can keep people warm. Two captions, “NIKE TECH FLEECE” and “WARMTH WITHOUT WEIGHT” appear after this, introducing Nike’s new series and concluding the main selling points. Finally, the commercial ends with a Nike logo.
The color of the commercial is mostly grey. Employing this color, the commercial reinforce people’s impression about the hoodie, for the hoodie is also grey. To indicate that Nike Tech Fleece hoodie is very warm, some red color also appears. For example, in the fiber weaving scene, red color appears between two layers of cloth.
The music and sounds of this commercial is pretty simple. Most of the sounds are from the machine, making this men hoodie seems even cooler. In addition, no one talks. Among numerous “noisy” commercials, this “quiet” one stands out.
People want to stay warm while looking good. Nike captures this need and satisfies it by exhibiting the delicate fabrication process, employing red color and making a cool grey atmosphere in the commercial. As the hoodie is surrounded by a large and precise machine,
This commercial tries to attract young men who pursuit high quality clothes, want to look cool and stand out amongst others.
4.0 Competitive Analysis
Adidas: the Z.N.E. travel hoodie
Commercial: https://www.youtube.com/watch?v=Mfl02RNYAPw
Twitter: https://twitter.com/adidas
Facebook: https://www.facebook.com/adidas/
YouTube: https://www.youtube.com/user/adidas
Instagram: https://www.instagram.com/adidas/?hl=en
Tumblr: http://adidasoriginals.tumblr.com/
Pinterest: https://www.pinterest.com/adidas/
This commercial is quite similar with that of Nike. First of all, no one talks and the music is very masculine. However, the music of this commercial is more rhythmic and of faster tempo. Second of all, the color of them is both grey. Unlike Nike, who employs red to indicate that Nike Tech Fleece hoodie is warm, Adidas only utilizes black and white.
Different from Nike, Adidas employs three athletes/presenters,-one black man (James Harden), one white man and one white woman, who wear the hoodies. They all do something related to travel and sports, such as getting off a helicopter, getting on a car, leaving hotel, driving in parking lot and so on.
In general, the commercial of Nike utilizes the left-brain approach, and describes the product from a practical standpoint; that of Adidas employs the right-brain approach and tells a story about traveling in Adidas hoodies. Though the commercial of Adidas is more vibrant, that of Nike is more unique and convincing.
5.0 Media Strategy
Nike nearly covers every kind of media channels, including not only traditional media such as TV commercials and printed ads, but also new media platforms such as Facebook, Instagram and YouTube. As a strong competitor of Nike, Adidas is also utilizing these platforms. However, take social media as an example, Nike has much more followers than Adidas does.
To sum up, Nike does quite a good job in media strategy. Nevertheless, Nike also has something to learn from Adidas. For instance, Nike uses its logo as the profile pictures and cover pictures, while Adidas’s profile and cover pictures has not only logo, but also a photo of a man or woman athlete. Recently, Adidas frequently uses woman profile pictures and I believe that many female customers appreciate this addition. There is nothing wrong with Nike’s choice but in my opinion Nike should catch up in terms of gender equality. In addition, Adidas posts more frequently on social media, so would it be better if Nike had more interaction with consumers?
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