Peer Review

Dream Crazy: Nike – Rhetorical Analysis

The Dream Crazy by Nike commercial grabs your attention. Narrated by Colin Kaepernick one of the most polarizing athletes of all time. The commercial starts by taking you face to face with Nyjah Huston one of the best skateboarders in the world. In many commercials there are actors or even celebrities who are playing a role or trying to be funny, irony and satire seem to be the prevailing method of approach in today’s media. Nike used the opening scene to establish an emotional connection with the audience. when you look at Nyjahs face and see his real intensity trying to land this trick and hear Kaepernick’s voice it almost cuts through the air. Nike draws you in like this because they want the audience to be engaged from the beginning: hanging on every word from this voice that is so familiar, they keep you watching by changing the scenery constantly, going from surfers in the ocean to a boy running in the plains of Africa, all while showcasing their biggest and best athletes. Nike used the opening scene to get your attention, but it was the next part of the commercial that used emotion to connect with the audience. They cut to Isaiah Bird, a 10-year-old boy born without legs staring you unflinchingly in the eyes as he then wrestles and takes down a kid a twice his size. Then it was five-time boxing champion Zeina Nassar staring intently, wearing a hijab as she shadow boxes the camera. Nikes use of eye contact makes you feel apart of the commercial. At first, the eye contact is from people who look like they have overcome struggle, but you might not recognize: a black skateboarder, a 10 year old boy born without legs, a Muslim female boxer, then it is from Kaepernick himself. Nike’s goal is to have the audience forget it’s a commercial, from the poetic narration to the vibrant imagery they want the audience watching every detail because ultimately that’s where their advertisement is. Every shirt, every shoe, every hat is all Nike. Nike intentionally did this because they are trying to market that they are a lifestyle brand. It doesn’t matter who you are or where you grew up or what you’re trying to do, just do it in Nike. Nike was able to strike a balance between sending a real message that people can relate to and doing the job of advertising your brand.