Kennelly

Colton Kennelly

Section VC

Visual analysis

Nike: Find Your Greatness

Throw away the explosions, flashings words, loud music, and many other

attention-grabbing tactics, and you are left with Nike’s “Find Your Greatness ” ad.

Aired during the 2012 Olympics, the ad consists of a lone runner, on a deserted

road, and an English narrator with a calm soothing voice. Despite its simplicity, it

caused a lot of controversy for using a heavyset 12 year old as the main character.

Amidst all the controversy, Nike uses simplistic design, visuals, and emotion to

successfully say that anyone can achieve greatness.

Nike’s “Find Your Greatness” ad opens with a crisp new morning, as the ad

goes along, you see a single runner crest over the hill. As the runner gets closer, you

see that it is a young boy who is very heavy set. The runner is 12-year-old Nathan

Sorrel. He is 5’3” and weighs 200

pounds. As Nathan gets closer to the

camera, the narrator starts to quote

Deion Sanders, “Greatness is just

something we made up…. We are all

capable of it, all of us.” (Nike Find

Your Greatness Jogger Words). The ad ends with the words, “Find Your Greatness,”

with the Nike “swoosh” centered below it.

Figure 1 (Nike)

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The visuals are one of the strengths of this ad. When it first comes on, the

blue and pink sky, the green grass, and the grey road set a relaxing tone. None of the

colors stick out from the rest, similar to Nathan. If you saw him walking down the

street, you would think that he is just another middle school kid. The use of those

muted colors shows that no matter how average you think you are, there is

greatness inside of you. Nike also uses the colors to portray a new day symbolizing a

fresh start. A fresh start is what people want, the feeling that they can start over, do

the things they want to do, and be the person they want to be.

Sympathy comes over the viewer as they see Nathan more clearly. They

empathize with the uphill battle he has to overcome regarding his weight and the

risks associated with being that

heavy. Many viewers have also

known the struggles a kid his age

has to go through. One comment

on the ad’s website reads, “I have

no doubt that this young man has

had to endure taunts, bullying, and

flat-out meanness from others.” (Find Your Greatness Advertisement) Not only does

this ad make people feel for Nathan, but also the ad provokes the viewers to take

actions towards personal change. Another viewer stated “I realized, if he can try, so

can I. Thank you for the inspiration.” (Find Your Greatness Advertisement) Most

people have something they would like to achieve, but, “fear of failure is one of the

main reasons why most people don’t set goals.” (Careers and Worklife) This ad sets

Figure 2 (Nike)

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out to change that mindset, while also showing people a person that many can relate

to.

The casting of a 12 year old has lead to some controversy. Is Nike trying to

actually inspire people, or

is it using Nathan as a

pawn in a scheme to sell

more plus sized clothing?

Arguments can be made

for either side, the people

who like the ad say, “It’s

nice to see Nike actually

featuring ordinary people in their ads,” and, “it’s simple but inspiring.” (Find Your

Greatness Advertisement) The opposite side says that, “this short moment of

inspiration will pass,” (This Week In YouTube Commenter Outrage) and that he

may, “be feeling pressure and shame on a national scale and wanting to lose weight

because the Nike corporation put his fat body on display to sell shoes.” (Nike Uses

Fat Kid to Sell Shoes, Nation Rejoices) So although the ad has a good message, the

choice of the main character has caused Nike to be in hot water with some critics.

The Nike marketing team uses techniques such as a main character people

can relate to, simplistic design, and creating an emotional response to get its

message across to a wide range of people. The ethical dilemma with the bold choice

in main character for this ad has stirred up some unwanted controversy.

Figure 3 (Nike)

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Nevertheless the idea that anyone can achieve greatness, it is just up to us, appeals

to numerous people and therefore makes for a successful ad.

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Bibliography

Burns, Ashley. "This Week In YouTube Commenter Outrage Vol. 2: Nike Find Your Greatness Commercial." WithLeather. N.p., 2 Aug. 2012. Web. 03 Oct. 2012. <http://withleather.uproxx.com/2012/08/this-week-in-youtube-commenter-outrage-vol-2-nikes-find-your-greatness-commercial>.

Denham, Tim. "Careers and Worklife." Got Goals? N.p., 29 July 2011. Web. 03 Oct. 2012. <http://blog.timesunion.com/careers/got-goals/1122/>.

"Find Your Greatness Advertisement." Mail Online. N.p., 7 Aug. 2012. Web. 03 Oct. 2012. <http://www.dailymail.co.uk/news/article-2185150/Find-Your-Greatness-advert-Story-200lb-jogging-boy-Nathan-Sorrell-new-Nike-ad-charmed-America.html>.

"Nike Find Your Greatness Jogger Words." LYBIO 31 July 2012. Web. 03 Oct. 2012. http://lybio.net/tag/nike-find-your-greatness-jogger-words/

Nike, . Find Your Greatness- Jogger. 2012. Photograph. www.youtube.comWeb. 3 Oct 2012. <http://www.youtube.com/watch?v=LsXRj89cWa0>.

West, Lindy. "Nike Uses Fat Kid to Sell Shoes, Nation Rejoices." Jezebel. N.p., 6 Aug. 2012. Web. 03 Oct. 2012. <http://jezebel.com/5932248/nike-uses-fat-kid-to-sell-shoes-nation-rejoices>.

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