In 2018, Nike collaborated with advertisement agency Wieden+Kennedy to promote the 30th anniversary of its slogan “Just Do It”, a new campaign “Dream Crazy”. Narration in the advertisement is told by former NFL quarterback Colin Kaepernick together with some other famous athletes, such as Serena Williams and LeBron James, and lesser-known individuals who have overcome great odds. The campaign highlights themes of resilience, ambition and challenging social norms. “Dream Crazy” is a dynamic video advert featuring a wide range of athletes from different backgrounds and sports. The collaboration was one of a few standout projects for Wieden+Kennedy and Nike, capping another successful year for the agency.
Patrick Coffee’s analysis in Adweek notes the campaign did more than just celebrate athletic resilience – it also hinted at deep cultural disagreements in America. The advertisement, which featured a prominent political and social figure – Kaepernick, and Nike’s famous slogan, provoked a national discussion on the issue, causing a spike in Nike sales at the same time. Coffee underlines that Wieden+Kennedy’s ability to creatively push the limits, as well as capture the cultural moment, brought it to the forefront of advertising.
Pictures smoothly flow from one scene to another, moreover, close-ups and general photos are combined in order to show passion of each one. The color scheme is mostly natural but with some moments of high contrast for more important scenes. Background varies from cityscapes to sports arenas, covering a wide range of athletic pursuits. The imagery is crisp and real, it demonstrates genuine expressions and motions. The characters show resolute facial expressions and stances, emphasizing the campaign’s message to people.
“Dream Crazy” – call to people to never give up on their dreams and to follow it no matter how wild they are to the world. By displaying athletes who have overcome adversity and stereotypes, the campaign gets its message across through effective imagery and storytelling. For example, Nike’s decision to make Colin Kaepernick the face of the campaign is a controversial choice, as Kaepernick is known for kneeling during the US national anthem to protest racial injustice. However, his presence reinforces the ad’s theme of standing up for your beliefs, even at great cost. One of his statements – “Believe in something. Even if it means sacrificing everything” – an inspiring campaign message, which appeals to viewers to stand firm in their beliefs. By presenting emotionally charged pictures and words, Nike creates a narrative that responds exactly to the audience. The commercial also uses strong metaphors, such as breaking barriers and defying gravity, as metaphors for triumphing over adversity. The ad appeals to pathos because it evokes emotions: inspiration, admiration, and possibility. This use of emotional appeal is a key characteristic of brand activism, as identified by Lou et al. (2024), who highlight that consumer reactions tend to be more dependent on the brand’s involvement in social issues.
Another example is one of the most memorable moments in the advertisement featuring Serena Williams, whose career has been marked by breaking down barriers in the world of professional tennis. Her highly visible presence in the advertisement also reinforces the campaign’s message of perseverance and defying social expectations. McGirt (2018) notes that corporate activism resonates deeply with consumers when it is associated with people who are brave in their field. Williams, who has faced gender and racial prejudice throughout her career, embodies the very essence of overcoming adversity, making her role in the campaign especially powerful.
However, big corporations use such examples as a way to make a profit, which is now called Socially Conscious Marketing (SCM), which has become a common strategy to sell during sports advertisements. This allows brands to associate themselves with progressive values without sacrificing profitability. Montes de Oca et al. (2020) argue that campaigns create the illusion of activism through socially conscious marketing such as Nike’s “Dream Crazy”. They demonstrate how SCM co-opts dissent and resistance by reframing them as branding strategies that elicit consumer participation without addressing systemic inequalities (Montes de Oca et al. 2020, 1166).
The “Dream Crazy” ad does an exceptional job of reaching their intend audience-makers of fortune both elite killers on the field and champions of social justice who value grit, persistence, and athletic excellence. You can always rely on big-name athletes or compelling stories to get our viewers feeling inspired even if they do not know what they have been inspired to do. When you combine that with the social issues of today, you have an advertisement that is relevant and resonates to the viewer even further.
Nike’s “Dream Crazy” campaign offers a compelling case study of advertising that addresses bigger social issues than unique selling propositions. Using enticing design and association with famous figures, the advert confirms Nike’s brand values while inspiring people to follow their aspirations no matter any potential challenges in their way.
References
• Coffee, Patrick. “ADWEEK 2018 U.S. Agency of the Year: Wieden+Kennedy.” Adweek, December 3, 2018, Vol. 59, Issue 33, pp. 24-31. https://research-ebsco-com.ezproxy.tru.ca/c/amz5ui/viewer/html/5duu7qcvxv.
• Chen Lou et al., “What Is Brand Activism? Explicating Consumers’ Perceptions of Its Characteristics, Authenticity, and Effectiveness,” Journal of Interactive Advertising 24, no. 4 (May 29, 2024): 289–302, https://research-ebsco-com.ezproxy.tru.ca/c/amz5ui/search/details/7c4nzfrnl5?q=Nike’s%20Dream%20Crazy%20amplifies%20activism&proxyApplied=true
• McGirt, Ellen. “raceAhead: Levi Strauss, Nike, and Corporate Activism.” Fortune.com, September 7, 2018. https://research-ebsco-com.ezproxy.tru.ca/c/amz5ui/search/details/3hkccczhtr?limiters=FT1%3AY&q=Nike’s%20Dream%20Crazy%20amplifies%20activism
• Montez de Oca, Jeffrey, Sherry Mason, and Sung Ahn. “Consuming for the Greater Good: ‘Woke’ Commercials in Sports Media.” Communication & Sport 10, no. 6 (2020): 1165–1187. https://research-ebsco-com.ezproxy.tru.ca/c/amz5ui/search/details/hqrobazfpb?limiters=FT1%3AY&q=Nike’s%20Dream%20Crazy%20amplifies%20activism.
Yunisha Bist
This advertisement on Nike’s “Dream Crazy” campaign provides a strong breakdown of the advertisement’s main message and cultural impact, but it does not address greenwashing or environmental sustainability claims. While you do an excellent job analyzing Nike’s social activism elements particularly the brand’s strategic use of Colin Kaepernick and Serena Williams to draw attention to racial and gender inequalities they overlook whether or not Nike leverages “green” messaging or sustainable imagery to appeal to environmentally conscious consumers. Because corporate social responsibility can include environmental considerations too, the ad’s emphasis on social justice rather than ecological responsibility calls for at least a brief discussion of how it either aligns with or differs from greenwashing practices.
The main points of the submission revolve around the power of brand activism, the emotional appeal of the athletes’ stories, and Nike’s potential profit motives when adopting a social stance. References to scholarly sources effectively support the discussion of socially conscious marketing. These citations illustrate the interplay between brand activism and consumer engagement, highlighting Nike’s mastery in blending social commentary with profitable advertising strategies.
One area that could be expanded is a comparison of Nike’s approach to social activism with its broader sustainability record, especially considering that the assignment asks for greenwashing critique. Checking if Nike’s environmental claims match it social stances ideas would make the analysis better.