PLEASE RESPOND TO THE TWO BELOW:

1)Please share with us your favorite ad and explain:

My favorite ad is the Nike Dream Crazier ad from the Just Do It Campaign (2019), narrated by Serena Williams. This ad focuses on the intensity of emotions, hard work and crazy situations that female athletes go through during their professional career in sports and their persistence and commitment to keep going and achieve their goals.

The media source used for the ad.

The media source used for this advertisement has been mainly Youtube (Internet), where it has received around 11 million views, and the Nike website, although the first time that the ad was shown/broadcasted was during the Oscars, one of the most watched shows on Television, on February 24^th, 2019 (Sweeney, 2019).

Describe how the ad gained your attention.

The ad gained my attention for many reasons. First, I am a fan of sports, and I admire how mentally and physically strong all these athletes need to be in order to succeed. As a woman, it also grabbed my attention that the ad was focused on women, and how as the ad explains, we have been called crazy or worst things just for trying to follow our dreams. A large part of Nike's customers are women (Pratap, 2019), so it also made sense that this company wanted to MAKE an ad like this showing the power of these athletes and how strong and tough they are and have to be, which as a result made a lot of woman feeling identified with the athletes and intrigued about the campaign and the values of the company.

It also made me interested how the ad was structured. The ad starts with Serena William's voice-over narrating all the stereotypes that women face in sports when they try to attempt goals that "they are not supposed to" while the video shows many female athletes achieving these goals like Mikaela Shiffrin (alpine skier), Chloe Kim (snowboarder), Simone Biles (artistic gymnast), Ibtijah Muhammad (sabre fencer), Venus Williams (professional tennis player), and Becky Hammon (basketball coach and former player), who defied expectations and more. We hear Serena Williams saying "if we show emotion, we are called dramatic", "if we want to play against men, we are nuts", "if we dream of equal opportunity, delusional", "when we stand for something, unhinged", "if we get angry, we are hysterical irrational or just being crazy"... (2019) but then it changes to showing what these "crazy" women did: running a marathon, boxing, coaching an NBA team, competing in a hijab for the first time, changing their sport, or like Serena William's own story winning 23 Grand- slams, having a baby and coming back for more stronger than ever... All those achievements were crazy and seemed impossible, but they were achieved by women.

The commercial finishes showing the main message of the ad "It's only crazy until you DO IT", and how that message transforms into the slogan of the campaign "JUST DO IT".

Last but not least, the ad focuses on people's emotions, which is a strategy very commonly used in advertisement. We are human beings and we are moved by emotions (Smilovitz, 2021), so using them to gain the attention from clients, customers, viewers, etc. is a great strategy that Nike has been using for a long time and also that has been proved that works. In the ad we can see all these women go through all type of intense emotions and moods while competing, and how those emotions are seen differently in women and men, like being angry, crying, being rough, etc.

The primary message of the ad.

The primary message of the ad is that women should not be afraid of being called "crazy" and they should keep fighting for their passions and dreams. They can be as good as men if they have the same opportunities and they should have the same opportunities. It also shows how people is always going to criticize you about something, doesn't matter if you are a woman, man, adult or kid, so it doesn't matter if they call you crazy or any other word, just show them what you can do, or as the ad says, "show them what crazy can do". This ad is to encourage everybody to do what they like, and to keep fighting for what they want to accomplish.

Why does this ad resonate with you?

This ad resonates with me because even though I am not a professional athlete, I am a woman who has heard those stereotypes, personally and not. I am a video editor/videographer, profession where you can find these types of stereotypes easily, from "we prefer men to edit action or sci-fi movies because they are better than women at those genres" to "we prefer to hire a man because he is physically stronger to carry the equipment necessary to film".

In the other hand, it has been proven that there are excellent action movie editors who are women like Sally Menke, who edited many of the violent Tarantino movies, Lisa Lassek, responsible of editing The Avengers, Kelly Matsumoto, in charge of editing the car chases of Fast & Furious or Maryann Brandon and Mary Jo Markey who edited films like "Lost", "Mission Impossible III", "Star Trek" or even worked in Star Wars (Rosenfield, 2015).

To expand in the example of film industry, in Europe for example "only one in five films is directed by a woman and only 16% of the funding goes to films directed by women", when equal number of women and men graduate from film schools (2019). In the US, "on average, about three quarters (74%) of leading cast and crew roles go to men and one quarter (26%) to women, with a gender ratio in non-acting roles of 82%-18%" (Quick, 2018)

Another clear example is the wage gap that still exists in many countries and professions between men and woman who work the same amount of hours and do the same job, but still women get paid much less than man, and popular sports like basketball, soccer, baseball, golf or tennis are clear examples of it, where male athletes make from 15% to 100% more than female athletes (2021).

References

Male vs female professional sports salary comparison. Adelphi University Online. (2021, May 20). Retrieved April 25, 2022, from https://online.adelphi.edu/articles/male-female-sports-salary/#:~:text=The%20Gender%20Pay%20Gap%20in%20Sports&text=Whether%20professional%20players%20receive%20salaries,100%25%20more%20than%20female%20athletes.

Mind the gap: Gender equality in the film industry. Diversity of Cultural Expressions. (2019, February 25). Retrieved April 25, 2022, from https://en.unesco.org/creativity/news/mind-gap-gender-equality-film-industry

Nike. (2019, February). Nike - Dream Crazier | #JustDoIt. Youtube. Wieden + Kennedy. Retrieved April 25, 2022, from https://www.youtube.com/watch?v=zWfX5jeF6k4.

Pratap, A. (2019, October 21). Nike Dream Crazier Advertisement Analysis. notesmatic. Retrieved April 25, 2022, from https://notesmatic.com/nike-dream-crazier-advertisement-analysis/

Quick, M. (2018, May 9). The data that reveals the film industry's 'woman problem'. BBC Culture. Retrieved April 25, 2022, from https://www.bbc.com/culture/article/20180508-the-data-that-reveals-the-film-industrys-woman-problem

Rosenfield, K. (2015, June 1). 9 female film editors you can thank for your favorite action flicks. MTV News. Retrieved April 25, 2022, from https://www.mtv.com/news/2174021/awesome-female-action-film-editors/

Smilovitz, S. (2021, June 11). Emotional marketing examples scientifically proven to sway buyers. Instapage. Retrieved April 25, 2022, from https://instapage.com/blog/emotional-marketing

Sweeney, E. (2019, February 26). Nike's 'Dream crazier' spot with Serena Williams celebrates female athletes. Marketing Dive. Retrieved April 25, 2022, from https://www.marketingdive.com/news/nikes-dream-crazier-spot-with-serena-williams-celebrates-female-athletes/549146/

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2)One of my all time favorite ads was the Budweiser AD where two guys were on the phone saying "wasssup!". The ad was based off of a phone conversation and was back and forth and catchy overall

1. The media source used for the ad. Commercials on TV to include major sporting events
2. Describe how the ad gained your attention. The ad gained my attention with the phrasing and catchiness of bro culture and was based around sharing a beer.
3. The primary message of the ad. The primary message was being with friends and talking across social events
4. Why does this ad resonate with you? This ad resonates because the phrasing and the time where culture was impacted and people began to gather for events.

The media source used for the ad.