Creative Brief - Nike

http://www.youtube.com/watch?v=1RYt8gh388Y

Background:

This was a Nike ad during the 2008 Summer Olympics. The words in the ad is the song that says "I got soul, but I'm not a soldier." This ad was very successful in my eyes, because it got across the point that Nike wanted to get across and reached the market targeted.

The Audience:

The primary audience for this ad is aspiring athletes and anyone who has been an athlete before. This market tends to believe in hard work and competition. If you work hard for what you want then you can succeed. The secondary audience is people that watch and appreciate sports and the passion that goes with it.

Objectives:

Objectives for the commercial is that the impossible is possible. They show great achievements in sports and in the world. The priority is that you can achieve anything if you set your mind to it. You should always dream big.

The Message:

Don't give up and follow your dreams. The commercial proves it, because it shows the great accomplishments in and out of sports. I would communicate that nothing is necessarily impossible.

The Medium:

The best way to reach this audience is through the Olympics. You reach a huge audience with the Olympics and you also reach the large sports audience through the Olympics. There are other ways to reach this audience such as the SuperBowl, but the Olympics is the best way. This piece is delivered in a montage sequence of accomplishments in and out of sports.

Anything Else:

Use a song to go in the background to inpsire while showing accomplishments in and out of sports. You must show the Nike label somewhere in this ad, maybe just at the end. The ad will be so strong that people will want to see it through.

The Deadline:

It must be shown during the summer Olympics in 2008 before or after Michael Phelps breaks the world records.

Budget:

To show it during the Olympics you must spend a great amount of money, but the ad will be so strong that it will be remebered within the target audience.

The Responsible Parties:

Nike needs to sign off on this ad and make sure it represents the company in the way that they want it to.