Nike's 'Unlimited' Campaign Goes Beyond the Brand's Signature Tagline
Katherine Pendrill — August 8, 2016 — Special
Nike recently extended its 'Unlimited' campaign with a new ad that shatters its signature tagline 'Just Do It.' While Nike already made headlines for an Olympic ad in which Bobby Cannavale gives a pep-talk to a nursery full of newborns, the brand is continuing to capitalize on the spirit of the Olympics with another stellar ad.
The newest installment of the Unlimited campaign picks up where the previous ad left off, following a group of athletes from the crib to the small stage. Actor Oscar Isaac is then heard saying, "All of these athletes are terrible now, but they'll all do big things one day." At this point, the ad shows all of the young athletes pushing boundaries and going far beyond expectations.
Highlighting both superstars and up-and-coming athletes, the ad does an excellent job of going beyond the brand's signature Just Do It tagline. As Nike's Global Corporate Communications Director Brian Strong explains, "The end is really just the beginning for someone who's looking to go beyond their limits, and that's what that shattering logo represents."
The newest installment of the Unlimited campaign picks up where the previous ad left off, following a group of athletes from the crib to the small stage. Actor Oscar Isaac is then heard saying, "All of these athletes are terrible now, but they'll all do big things one day." At this point, the ad shows all of the young athletes pushing boundaries and going far beyond expectations.
Highlighting both superstars and up-and-coming athletes, the ad does an excellent job of going beyond the brand's signature Just Do It tagline. As Nike's Global Corporate Communications Director Brian Strong explains, "The end is really just the beginning for someone who's looking to go beyond their limits, and that's what that shattering logo represents."
Trend Themes
1. Expanding Olympic Campaigns - Opportunities for brands to create dynamic, multi-part campaigns that capitalize on the spirit of the Olympics and go beyond traditional messaging.
2. Promoting Boundary-pushing Athletes - Brands can focus on highlighting both established superstars and up-and-coming athletes who are pushing boundaries and exceeding expectations.
3. Reinventing Brand Taglines - Brands can explore new ways to go beyond their signature taglines and create impactful messages that resonate with consumers.
Industry Implications
1. Sports Apparel - Opportunities for sportswear brands to leverage Olympic campaigns and promote their products through innovative and boundary-pushing advertising.
2. Marketing and Advertising - Opportunities for marketing and advertising agencies to work with brands in creating compelling Olympic campaigns that break traditional messaging norms.
3. Video Production - Opportunities for video production companies to collaborate with brands in producing visually stunning and impactful ads that capture the essence of boundary-pushing athletes.
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