In fact, this is one of Nike’s big moves in Olympic marketing, with globally renowned athletes taking the field one after another. This shows the brand’s emphasis on advertising, and the advertising concept is also very unique – just say you want to win.
Empower brands with authentic stories. The short film invited renowned actor Williem Dafoe to narrate, and the content also gathered globally renowned athletes such as Kobe, James, Mbappe, and Cristiano Ronaldo to review the price they paid for pursuing “win” on the sports arena. Empowering a brand with true stories that happen to athletes is undoubtedly a very persuasive expression.
The expression is unique. In the short film, Williem Dafoe’s narration uses a “bad guy” tone to tell the story of the athletes, successfully attracting public attention, and this unique expression is more likely to leave a deep impression on consumers in this era of attention scarcity.
In sports marketing, brands like to showcase their passion, love, and fighting spirit on the field, and dig deep into little-known stories off the field. Nike’s advertisement conveys the brand’s attitude to the public through provocative “confrontational” copy – breaking limits, breaking boundaries.
Intentionally taking a different approach. In competitive sports, every athlete who pursues victory must have the courage, determination, and enthusiasm to win, and on the field, it is not shameful to put their desire to win on their face. For Chinese people who are reserved and introverted, we often do not want to show too much of our ‘ambition’. Being able to express one’s passion and goals on the field is already a major breakthrough.
As described in the Chinese version of the short film:
I think I am the best in the world
I want to take away everything that belongs to you, but I don’t plan on returning it yet
Mine is mine
Yours must also be mine
Am I hated?
Do you think recruiting will make people hate you?
Is this considered hateful?
Do you think it counts?
