Nike has received critical acclaim for its February 2018 advert ‘Nothing beats a Londoner’. Embed the advert in your blog and answer the following questions:
1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.
In the advert there are many vignette narratives throughout to keep the pace of it quick and attention grabbing. This way we can explore the diversity of London through small narrative arcs with different characters. By using this, Nike is attempting to say they are for everyone.
2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?
They used minor celebrities with small followings and gave them a cameo in the advert to connect with Londoners to show they're adapting to modern times.
3) Read this AdWeek feature and interview on the Nike London advert. [Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
The spot weaves together a slew of different scenes by having a character from each one slip
seamlessly into another, over and over. The talent narrates by talking directly to the camera, and
each scene features different types of camera moves and tricks—some of them as wild as anything
Nike has put on film. Furthering the playful sense of competition, even the music changes for each
scene, offering everything “from a classical score to grime to a wurlitzer organ,”
4) What representation of London does the advert offer?
2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?
They used minor celebrities with small followings and gave them a cameo in the advert to connect with Londoners to show they're adapting to modern times.
3) Read this AdWeek feature and interview on the Nike London advert. [Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
The spot weaves together a slew of different scenes by having a character from each one slip
seamlessly into another, over and over. The talent narrates by talking directly to the camera, and
each scene features different types of camera moves and tricks—some of them as wild as anything
Nike has put on film. Furthering the playful sense of competition, even the music changes for each
scene, offering everything “from a classical score to grime to a wurlitzer organ,”
4) What representation of London does the advert offer?
Although the characters complain over the hardships they face when attempting to master their sport, the advert regards it in a knowing way, almost creating a love-hate thingy.
5) Why might this advert appeal to an audience?
personal identification
5) Why might this advert appeal to an audience?
personal identification
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