Run-a-Way
What Women Want ?
Huh. While you were reading the title of this article you may thought that you will find the answer in here. Unfortunately you won’t! But you will probably find one other answer. For instance, how behind that title with which a very successful movie was related, Nike succeed to promote her products in combination with other advertisment "tools" than those of pure commercial.
As we all know, Nike is a well known multinational company who trades shoes and other athletic stuff. In 1988 the founder of Wieden & Kennedy advertising agency had the inspiration for the “Just do it” slogan. This slogan is engaged with Nike’s trademark since then. It is a worldwide recognized slogan with great impact, as the consumers affiliate it with Nike’s brand.
Beyond the success of “Just Do It” slogan, Nike’s advertisers found more creative ways to support the growth and the adoptability of the brand.
In 2002, Nike sponsored the romantic comedy movie “What Women Want” with the adorable actor Mel Gibson on the first role. Mel, an employee at an advertising agency was afforded with the challenge of creating a “strong” commercial for a costumer. The costumer was Nike. This project was very important for Mel’s career.
After an accident, something strange happened to Mel. He had the ability to listen to women’s thoughts. And that is how, after “stealing” his new and attractive partner’s thoughts, he succeeds to create a very sensible commercial for Nike.
The concept that Mel created was simple and charming. “You don’t stand in front of the mirror before a run and wonder what the road will think of your outfit…. Nike no games just sports”.
Let’s remember, that four years later, Prada also tried to affiliate her brand name with a movie, even if she did it in a different way. By nominating the movie with the title “Devil wears Prada” with Meryl Strip on the first role, Prada succeed to enlarge her brand in consumers’ minds.
“What women want” was a blockbuster. Plus, the use of an attractive actor like Mel Gibson was also a good idea that supported the whole project.
This is an example of how creative minds can build and/or support a brand name by using other tools than pure commercial clips. This is also an example of how professionals from different industries can cooperate and create a strong emotional connection between the client and the product.
With the use of the cinema effect, Nike hacked her purpose. The movie was something like brainwashing for the potential consumers, as the brand succeed to connect the amusement with her products in a pleasant way.
The movies, the music and other arts can be mobilized in order to help the final aim. The successful advertisement of a product!
This is not the first time that a company uses the cinema to transfer a message with an emotional way. In 2001 Fedex, a worldwide shipping company sponsored the movie “Cast Αway”. Tom Hanks acted an engaged, workaholic Federal Express inspector, who travels around the world testing the effectiveness of international shipping offices. His frenetic schedule puts a strain on his relationship with longtime girlfriend Helen. But when a plane crash leaves him stranded and isolated from other human beings on a remote Pacific island for four years, Tom slowly becomes transformed both mentally and physically as he attempts to survive. This harrowing personal struggle ultimately brings him to a simple Zen-like understanding of what things in this world -- in his world -- are truly important. While been isolated on the island, the stuffs which he found in the sea, (stuff the airplane transferred to be delivered to their recipients shipped by Fedex), were the only company he had and especially a football, which was Toms’ best friend.