This week I would like to analyze one of my all time favorite commercials. This advertisement first came to television screens in late 2010. The commercial tells the story of two of the greatest players to ever play the game of basketball, Lebron James and Michael Jordan. Both athletes have had merchandise contracts with Nike for many years and the objective of this commercial is clearly to sell Nike merchandise, but this ad takes a very creative avenue in order to sell its products. The first image that is seen in the commercial is James talking to the camera about some of his recent actions in his career that have upset many fans, especially in the Cleveland area. When he was traded to Miami, many fans were outraged and openly burned James’ jersey in the streets to express disgust in their once, “King of Cleveland.” James briefly discusses quitting the game, or just designing shoes, or possibly just disappearing from basketball altogether. Then something very interesting happens in this advertisement; Michael Jordan chimes in to express his thoughts on the matter, almost as mentor for James. This ad is appealing to a wide range of people, considering that Michael Jordan has been a household name since the 1980’s. Not only can ten-year-olds relate to this commercial, seeing their favorite basketball player on the screen, but their parents who grew up in the era of MJ and the Bulls. The ad then follows the story of Jordan from playing in high school and working out in old, sweaty gyms. Jordan talks over the ad the entire rest of the commercial in a rhetoric series of questions aimed at James’ fans. Jordan serves as the voice of reason in this advertisement, bringing sight into the issue of James’ status among other great NBA players. This commercial effectively addresses James’ struggle, but also works on selling Nike products to fans of the two household names. When you first watch the commercial, it is hard to envision that there are subliminal messages and hidden Nike logos all throughout the commercial. During the minute long commercial, you can see the iconic Nike swoosh symbol ten times. It is absolutely amazing the way that Nike can formulate this commercial in a way to tell a story and also effectively sell their products.
"Michael Jordan's Response to Lebron James What Should I Do Commercial." 26 November 2010. Youtube. 10 February 2011.
<http://www.youtube.com/watch?v=bLZzWJxt-LE>
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