My Better is Better

From Andrew Parnell:

These ads are both from Nike’s SPARQ training campaign. Both are using brand imaging to set Nike as the brand of professional athletes as well as those aspiring to be pros. The approach the two spots take is interesting in contrast. Whereas the one shows you the ability of these various athletes, with text overlays such as “My Better is Better” the other verbalizes it to you, with minimum display of ability. Quite a bit of the 30 second spot seems more like trash talk than boasting, but the purely visual spot definitely makes you sit back and go “wow, that’s impressive” which seems to be just the sort of brand imaging Nike would want.


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