new series of Nike basketball talent from the 17-year-old Yi Jian Contact ads starring, I believe that many sports enthusiasts have seen. - their stage.
sports stars and other advertising compared to the ad not only have more on the creative elements of innovation: opera, singing the music during the Cultural Revolution, Chairman Mao's words, HIP-HOP ... ... more The idea is to pre-major strategy: the ad abandoned sporting goods , as long as there is space, as you can be successful like Yi Jianlian.
Policy Innovation: anyone can become a Yi Jianlian?
a narrow level, the advertising industry used to express the theme of the ad called the ad a Generally speaking, the themes often with a variety of creative elements to express.
the past few years the major sporting goods advertising has been more embarrassing, whether it is strategy or ideas are not much different: advertising strategy will always exercise and health; expression will always be some stars or play basketball or play football, play some mysterious pattern could not be more mysterious.
why Nike did this new television advertising is especially unique because it not only follow the beaten track performance in advertising, advertising strategy was also raised in a more daring, more provocative ideas: encourage young people to release their talents thoroughly, and suggested they all can become such a star Yi Jianlian.
Nike ad creation of this company --- advertising agency JWT CEO Tang Ruitao Northeast Asia, told reporters that in determining advertising strategy before the JWT advertising agency conducted a thorough investigation analysis. Survey showed that: a large part of Nike consumers teenage children, a basketball court is that they show their talents on the stage,mac brushes, they are very strong, not afraid of failure, they said: time is long, but did not let me back. decided to use a passionate, hard work and the appeal of television advertising to reflect the advertising strategies, shaping the Nike confident,mac makeup, positive, aggressive brand image and identified four broad direction of commercials: 1. In the entire film in the hope that a strong call to action and the feeling of playing with passion; 2. to inform consumers of the possibility of a potential, rather than commitment to a way to become a star; 3. Do not put the whole thing as a Yi Jianlian's praise, and ordinary young people need to ensure that contact; 4. in the circumstances of the natural integration of Nike products.
performance of innovation: a large variety of musical elements fused
determined in the general direction, Nike needs of specific creative elements and advertising film structure to reflect the advertising strategies. In this session, the Nike once again reflects the unique creativity. Responsible for the advertising creative advertising agency JWT executive creative director of labor Double En told reporters that the ad are two clues: First, the plot lines, one music cue.
plot in the ad, the ad through the two basketball teams of old and new intense competition, the final victory of the young people, throughout the process, expression of the theme, basketball courts of the race come alive, both intense stress, and easy humor.
in music, from the ads start,north face denali, music has always been typical of the Cultural Revolution of the melody, Singing the Cultural Revolution era: . our young vibrant ... ... , the Cultural Revolution has become a modern rap singing, the lyrics or the original: , like the rising morning sun, our young people to dare to dare, what are Wan Dezhuan, pin their hopes on us. up again ... ...
workers double en told reporters that the rap music is a Canadian of Chinese lyrics and singing; Cultural Revolution music school in part by the US-Central University for Nationalities friendship group of students appeared sound; opera lyrics are from the Central Academy of Drama, several students. Enjoy the music through this ad, you will find the original HIP-HOP made in China can be so to the taste!
both have the story or background music creation,nhl hockey, recording, the entire ad can be said to be a collection of ideas.
Comments:
is the first step, but once written a first, and then carry out the work together is often very smoothly.
creative, too, if the demands of strategy in the early no breakthrough, the latter forms of innovation will be difficult. If you like air conditioning ads demands are
good start if opened, can be unique in the demands of strategy, the subsequent creative performance will have a new foothold,
Nike's new ad is the way it is, is groundbreaking because it put forward in the pre-poetry, opera, HIP-HOP, can be flexibly combined use of them.
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