This Nike ad first aired during the world cup of soccer in 1998 featuring world class players, famous at that time, from around the globe. The players chosen in this ad were heroes and idols in the soccer world that every kid, adult and soccer fan looked up to. Trying to reach its demographic customers, Nike decision to air that ad during the world cup proved to be an ingenious marketing strategy, since the world cup is the most watched event in the world. The ad revolves around the concept of Good vs. Evil embedded into two teams; where the all-star players represent Good and a bunch of monster like players symbolize Evil. Nike’s soccer shoes in this ad play the role of the ultimate weapon that aids Good to overcome Evil.
The ad takes place in soccer stadium in the middle of a dessert like environment. Capturing the evil spirit that rooms the field, an eclipse takes place changing the scene into a dark disturbing setting. As the ad progresses, a terror atmosphere dominates the stands reflecting a hostile environment and aggressive crowd that the Good team going to encounter. Fire and smoke are some of the elements used in the ad to bring out the sense of fear and evil dominating the setting. The field or the stadium shown in this ad further signifies the tremendous odds the Good team faces. The stadium is an ancient roman arena similar to the coliseum where gladiators used to fight. As for the characters of this ad, the good team is represented by well known players in the soccer world. Maldini, Ronaldo, Davids, Figo, Cantona, Klivert, Campos, Rui Costa and Wright form the team that symbolizes good in this ad. The players are chosen from all corners of the world making it easier to identify and relate to. On the other hand, the other team is represented by an evil demon creature that assembles a bunch of people wearing torture masks. The ad also features a blind referee that doesn’t follow the rules of the game. In addition, the hostile crowd also plays a role in this ad increasing the obstacles and hurdles the Good team should cover come to win. This particular add rooms around the idea of good vs. evil and the difficulties that good faces. Therefore, after giving the audience a sense of what the all-star team is up against, the game starts with Evil team dominating the game beating the all-star players in every possession using rough violent style of play. At the climax of the ad, Maldini comes up with a defensive play that turns the game around in to their favor. After few astonishing soccer players, the ball ends up in Eric Contona’s feet facing the demon creature preventing him from scoring. A quick snap shot to Contona’s feet reveals the Nike shoes he is wearing, giving the audience of what needed to overcome that situation. By the end of the ad and after scoring the goal, the opposite team and all elements of evil disappear leaving calm and quit scene where good prevails.
The social values embedded in this piece of advertisement are pretty evident. The conflict between good and evil could be seen and identified easily in this ad. It takes no effort to classify the demon creature and his team as the bad characters, while the famous soccer idols as the heroes. This conflict is considered a universal part of the human condition where we come across on a daily basis. Moreover, the myth incorporated in this ad set by the characters, the setting and the plot reassures the idea that good always prevails with the help of a certain tool in this case the shoes. The shoes or the product acts as the necessary tool needed to resolve this conflict. With overwhelming diffecults and the odds facing the Good team it took the shoes or the product to help the heroes overcome the situation on hand.
This commercial appeal to all soccer fans with different back grounds. I think Nike did a good job on playing on the conflict between good and evil and turning it into an advantage in this commercial.