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ECHO BLOG :: REFLECTIONS ON THE POWER OF STORYTELLING

Emotional Power and Nike’s Advertising

September 4, 2014

Filed under: Uncategorized — Jane Hope @ 5:07 pm

Brand storytelling has been a staple of athletics company Nike for a long time now. In 1995, Nike crafted an ad campaign out of statistics linking participation in sports with a variety of positive outcomes for girls. Take a look.



The ad is just thirty seconds long, but it provides a powerful emotional message that has nothing to do with elite athletes. By reinterpreting sociological data in a way that reassures parents that putting their daughter in soccer will provide positive outcomes throughout her life; Nike recast themselves as human and understanding. The television campaign was supported by display ads in magazines that ran in publications such as Seventeen. What’s their secret?

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