Hello, people of the
world!
How are you doing? I
am doing fine, hope you guys too. Well, a little bit of context before I start
talking about my post today. I love sports, especially basketball, and there I
was playing basketball yesterday, unfortunately I sprained my ankle pretty
badly, now I am here lying in my bed, since I am not able to walk, writing this
post for you. However, what this bad situation has to do with my post? Well,
this accident made me think about athletes, and then I thought about talking
about some great commercials involving athletes, and why companies like to use
them in their commercials.
Let’s start talking
about why a company would pay a great amount of money to have athletes and
celebrities in general in their commercials, what are the advantages? Well,
there are a lot of reasons, but first the companies have to choose carefully
the celebrity that they will use, because for the public if the celebrity is
likely to really use the product, then they will give more credibility for the
commercial. One advantage for use athletes and celebrities in commercial is the
power to influence consumer purchase, because people can think that if this
product is good enough for him, it will be good enough for me. Another
advantages are to build brand awareness, attract new users and position a
brand, which is to position certain product the best way possible in the minds
of a target group.
After this great
explanation, let’s talk about some great and memorable examples. Starting with
this commercial that is relatively new by Foot Locker.
This commercial has an
all-star cast of athletes, such as Mike Tyson, Evander Holyfield, Kyrie Irving,
Craig Sager, Brett Favre and Dennis Rodman. I am not going to explain why every
situation is so funny, but this commercial used athletes in a comic way to
address how the world seems perfect because of a Foot Locker’s promotion, and
for illustrate the “all is right”. I bet it was not easy to convince all this
athletes to make fun of them, but it’s wonderful that they made this commercial
possible, because it is one of the best athletes commercial in recent years.
They were clearly trying to use fun to catch the attention of their target
market, making people interest in their promotion.
Another great example is
the promotion made by Pepsi Max.
This is a commercial
starring Kyrie “Uncle Drew” Irving, one of the best point guards in the NBA
nowadays, this is a great commercial because the campaign of the Pepsi Max was
named “a zero-calorie cola in disguise”, so they put a great NBA player in
disguise to play some basketball with random people in a park, to try to
convince people that this is a great soda even that it is zero-calorie. This
campaign also try to get the knowledge of people with humor, disguising an NBA
player as an elderly person and putting him to play with regular people.
Now, to end this post
I will talk about my favorite and, in my opinion, the best athlete of all time
in any sport: Michael Jeffrey Jordan. If you grew up in the 1990’s like me, he was
probably your hero and you probably wanted to be like Mike. I can talk about it
his Nike commercials that are pure inspiration to players and for
everybody’s life, like these:
However, I will just
talk about the commercials that he made with Gatorade. Gatorade was really far
behind the competition in 1991, bet then they decided to go big and hired
Michael Jordan to be the new face of the brand, paying him $1.4 million dollars
a year, maybe it’s not that much now, but it was a huge deal back in the day.
Then they started a campaign called “Be Like Mike”. I can bet that is probably
impossible that you do not know this ad, but here it is, anyway.
This commercial
skyrocketed Gatorade, it was a huge success and put Gatorade on top of the
market. It was such a huge success that now, 20 years later, people still
remember and reference this ad. This helped Michael to become a worldwide
celebrity, which is how popular this ad was. Using a well-known song from
Disney’s “Jungle Book”, and an athlete with infinite charisma and talent, this
is for me one of the greatest ads starring an athlete of all time.
Well, that’s all
folks. I hope you liked as much as I did and thanks for reading it.
Take care,
Leo.
References:
https://www.youtube.com/watch?v=9KMUnqB_NiU
https://www.youtube.com/watch?v=8DnKOc6FISU
https://www.youtube.com/watch?v=9zSVu76AX3I
https://www.youtube.com/watch?v=XhsfwYD7vdY
https://www.youtube.com/watch?v=iPFOlXo7UPI
http://smallbusiness.chron.com/five-advantages-using-celebrities-advertising-34394.html
http://www.therichest.com/sports/other-sports/top-10-commercials-starring-athletes/6/
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