reporter | Luo Xinzhe
Recently, the Nike "Dream Crazy" series advertisement endorsed by former NFL (Mid-League) player Colin Kaepernick (Colin Kaepernick) won the creative arts Best Commercial Advertising Award at (Creative Arts Emmy Award).
On the occasion of the 30th anniversary of the famous "Just Do It" slogan, Nike released this series of advertisements in September last year.
On September 3, 2018, Kaepernick posted a black and white close-up of his face on social media, with a slogan: "Keep faith, even if it will make you sacrifice everything (Believe in something. Even if it means sacrificing everything). ”
Nike’s official account immediately forwarded the tweet, and the promotional photos soon appeared on numerous outdoor billboards in San Francisco and New York.
Immediately the next day, Nike officially released a two-minute short video advertisement called "Crazy Dream".
video narration is voiced by Kaepernick himself. He appears at the end of the video, calling on the audience to work hard to leave a mark on this world without fear of sacrifice.
Under Colin's narration, the video mentions a series of athlete stories - Isaiah Bird, who had no legs when he was born, but became the main force of the wrestling team at the age of 10; Charlie Jabbare ( Charlie Jabaley), in order to fight brain tumors, became a vegetarian, lost 120 pounds, and successfully challenged the triathlon...
In fact, Kaepernick is not a big shot in the NFL.
In 2011, after the San Francisco 49ers brought Kaepernick into the NFL from the second round of the draft , his career has been ups and downs. He has played in the Super Bowl and has been plagued by injuries.
In August 2016, a series of incidents of American police abusing their power and shooting African-American men. After that, Kaepernick began to sit on the bench during the pre-match national anthem, and later knelt on one knee to protest, causing great controversy.
He explained: "I am trying to support those shot dead compatriots who have no chance to speak out." In March 2017, Kaepernick chose to end his contract with the 49ers and has since officially lost his job in the NFL.
Because of choosing Capeperi to endorse, Nike's "crazy dream" was once controversial.
At that time, as soon as the advertisement was released, 33% of people posted negative comments on social media, pointing out that Nike should not choose Kaepernick, who disrespects the national flag, as the endorsement. Many people who are dissatisfied with this continue to express their protests by burning Nike shoes and cutting Nike logos.
Those loyal and old NFL fans raised their signs in the stadium to vent their anger.
U.S. President Trump In an interview with The Daily Caller, Nike's ad "transmitted a wrong message."
, while the consumer preference of Nike's entire brand declined - on the day of the advertising release, Nike's stock price fell 3.16%.
But the situation quickly reversed. According to Bloomberg , data from the investigation agency Apex Marketing Group, 24 hours after the advertisement was released, there was slightly more positive feedback on social media than negative feedback.
About a week after the ad was launched, Nike's stock price began to show signs of rebounding until it exceeded the price before the ad was launched. According to Edison Trends Research, Nike's online sales increased by 31% in three days before and after the September 3 ad release, exceeding the 17% increase in the same period in 2017.
In addition to Kaepernick, the "Crazy Dream" series advertising endorsement has also been added by a group of well-known athletes under Nike.
includes NBA star LeBron James (LeBron James), who has been speaking out for racial issues and police violence, tennis star Serena Williams (Serena Williams), who has been hiring for free women, and has been hiring the sensation of the tennis star Serena Williams (Serena Williams), who has been hiring the sensation of women. The American women's football team that strives for equal salary rights for men and women through actions.
"This work shows the most inspiring athletes today, who are pursuing their dreams without fear of hardships and how the power of sports drives social progress," Ryan, creative director of advertising production company Wieden Kennedy Ryan Rourke commented.
It is worth mentioning that before winning the Emmy Award for Best Commercial Advertising recently, Nike has won many praises for its "Crazy Dream" series of advertisements.
On December 3, 2018, Advertising Age selected it as the "Marketing of the Year Award".
On June 17, 2019, "Crazy Dream" won the Cannes International Creative Festival Outdoor Lions Award again.
"This is a work that will not be outdated, Nike's work sets a benchmark for outdoor advertising," said John Patroulis, chairman of the Cannes Outdoor Awards jury, in his award reasons.
