I have chosen a Nike Air Force 25 commercial for this assignment. In the commercial it starts with ten highly known professional players from the NBA walking in a line all dressed in white Nike jumpsuits and headbands. There are players such as Lebron James, Kobe Bryant, Paul Pierce, Chris Paul, Steve Nash, and 5 other well known players. All of these are considered “superstars” in the NBA. This opening scene makes the viewer say to themselves “Hey, all the pros are wearing it so if I want to be as good as them I need to get Nike gear”. All these players walk into an airport hanger and play a pickup game of 5 on 5. During this game the players are shown doing what they are known for doing best. For example Chris Paul is shown stealing the ball and he is known for his defensive prowess. This reiterates the point that the professionals at the highest level wear Nike and if you want to be like them you should wear Nike.
Another very important aspect of this commercial is the music behind it. The song is The Second Coming by Juelz Santana ft. Just Blaze. This song contains very inspirational lyrics such as “They say a family that prays together, stays together. And one that walks apart just falls apart. So, together we stand, divided we fall.” This implies that Nike represents teamwork or is sending the message of teamwork for success. If your team wears Nike you will have the advantage over others. Another set of important lines are “Best of the best is what we strive to be. A legacy is what we trying to leave.” This is another way they are sending the message that these are the best players and you should be like them. And lastly the two lines “Now say goodbye to the past. The future is here at last.” are said as a close up is shown of the shoes, sending the message that the Air Force 25’s are the future and all other shoes are in the past and obsolete.
http://www.youtube.com/watch?v=hGRmBaBmDz8&NR=1
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