Posts tagged ‘Nike’

World Cup: soccer match and advertisers’ dream

The Zag blog took a short hiatus while we underwent some staff changes, but after Kelsey’s blog last week we are back up! First off, we have four new bloggers who will be introducing themselves over the coming weeks and it looks like I’ll be the first. My name is Lauren, and I graduated from TCU about a month ago with a degree in strategic communications and history.

Now, on to more interesting things…

Friday marks the opening of the World Cup, arguably the largest sporting event in the world. While soccer may not be as influential here in America, to the rest of the world, it is life.

I will be the first person to admit that I know nothing about soccer. Yet, as the World Cup draws closer and excitement/TV coverage increases I have begun to garner an interest in the event. Perhaps it is because I view the World Cup as another excuse to get together with friends, but I have to admit the sport is becoming more and more interesting.

Like me, it appears that marketers have also taken note of the influence the World Cup holds throughout the world. Thus, numerous companies have created ads to reach this diversified audience. The ads created for the event vary from inspirational to humorous, all in an attempt to grab the attention of the billions of viewers who will be tuning in.

Getting the most online attention is Nike’s creation, a three-minute ad directed by famed director Alejandro Gonzalez Inarritu. In fact, they have claimed that the commercial is their best piece of advertising to date. Entitled “Write the Future,” the ad depicts soccer stars Cristiano Ronaldo, Wayne Rooney and Didier Drogba envisioning the future after they save (or lose the game) with a single play. The commercial integrates scenes from around the world as well as some of the most famous people in pop culture, from Homer Simpson to Kobe Bryant to the “Elvis of Italy.” All in all, the ad is a pithy take on the effect soccer has around the world.

Write the Future: Nike

Another World Cup ad gaining recognition is Coca-Cola’s “History of Celebration.” It opens 20 years ago with soccer star Roger Milla’s celebratory dance after scoring a goal. What follows is a montage of soccer stars and fans dancing and celebrating on the field and in the stands. The ad implies that Milla’s liberated dancing taught the world to celebrate and to live. While a tad cheesy, the ad is a tribute not only to Milla but also to the excitement and joy that so defines the World Cup.

History of Celebration: Coca- Cola

Finally, Carlsberg Beer has created an ad that in their mind is the ultimate team talk. Staged in the locker room for the British soccer team, “Carlsberg Team Talk TV Ad” is an uplifting take on the locker room speech that will precede the most important game of the athletes’ lives. The dialogue pushes the men of England to “become immortals,” and to push the boundaries, to make all opponents wish they had never taken on the English team. This rendition of a team talk is a powerful mantra and while it is directed specifically at the English population, it still resonates with me, the American, amateur, soccer fan.

Carlsberg Team Talk

All in all, soccer fever is reaching an all-time high, and the ads that are circulating around the world only add to that excitement. Friday’s opening game is sure to be historical, only time will tell if these ads will also go down in history. Time will also tell if I can cultivate a true love of soccer. Well, maybe just an understanding of the game would do!

I am also the blog administrator so please email me with any questions/ comments/ concerns. We love them! hensarling@zagimc.com

06/10/2010 at 11:50 AM Leave a comment

Tiger makes an interesting return to TV

Today, the name Tiger Woods evokes mixed reactions from the American public. After the discovery of his infidelity, the man that was once idolized by almost everybody is now under a microscope of scrutiny and tabloid-style harassment.

I’ll admit, I used to look up to Tiger. His grace and poise on the biggest, most challenging golf courses in the world was enough to have me tuning in to a sport that I’ll admittedly never succeed at.

But right now I think I am on the same boat as a lot other people. I don’t want to hear anymore about Tiger’s personal problems, and I just want to see him piece his life back together and excel on the links again.

It was reported that Tiger lost a large sum of money from his endorsement like Gillette, Accenture and Gatorade. One prominent company has stood by him in light of recent events, Nike.

Here is Tiger’s first commercial with Nike since the controversy. It will air during the Masters, where Tiger is making his first appearance in a professional golf tournament since November.

To be honest, I don’t know what to think about it. I’ve watched the ad about five or six times, but it seems very disjointed, and, frankly, kind of awkward. It’s not making light of the situation, but it certainly doesn’t help the whole “forgetting it” movement. Just imagine the buzzkill this commercial would bring when it’s wedged between an ad for Callaway golf clubs and Bengay. What do you think about it?

04/08/2010 at 1:59 PM Leave a comment

Rah Rah TCU!

What a weekend it was to be a Horned Frog.

From a football standpoint, the TCU Horned Frog program took a huge leap towards its first BCS berth. With two games left, we are 10-0 and looking to crash the party.

But from a marketing standpoint, the program set a new benchmark to match the attention it deserves — a dose of hype from Nike, ESPN’s College Gameday coverage and a record crowd at Amon G. Carter Stadium served as catalysts.

Leading up to the weekend, Nike, through their Pro Combat campaign, unveiled the new uniforms and accessories the players and coaches would wear for one game. TCU was chosen among a group of 9 much larger football programs (think UT, Florida, and OU). The campaign worked perfectly — students and community were excited to see what the Beaverton, Oregon conglomerate had in store for the Frogs, and it definitely started some conversations around the area.

On Saturday, students, fans and alumni camped through the wee hours of the morning and then cheered loud and proud as ESPN’s College Gameday broadcast live from campus — a first for the university. Gameday was a huge opportunity for the nation to see the campus and students of the relatively (to its BCS competitor’s) small private university. This was the best PR anybody could ask for.

I think Chris Fowler said it best to the TCU fans as he left the Gameday set, “We’ll be back, just keep doing what you’re doing.” Kirk Herbstreit added that crazed Frog fans created a crowd that was one of the best he has seen, rivaling the spirit of schools like Clemson.

This is the national exposure that TCU is certainly not used to, but no one could tell. During Saturday’s game, Coach Gary Patterson was assigning players the duty of pumping up the crowd and senior defensive end Jerry Hughes was basking in the limelight — a completely dominant performance certainly helps.

Go Frogs!

Here are some photos from various sources (myself, Facebook and Keith Robinson Photography):

11/16/2009 at 6:16 PM Leave a comment


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