Tag Archives: Narrative in brand building

Nike’s Make It Count Campaign… Awesome

12 Apr

If you have not already seen Nike’s Make It Count youtube video, you are missing out.  Lucky for you if you haven’t, here it is:


Make It Count

Two things strike me about this advertisement: (1) People connect with stories, and (2) quotes embedded with pictures or video is very compelling.

Well done Nike, brands as you seem to know are metaphors that help people understand a product’s value.  Often times these metaphors personify a product to give it emotional ties.  If fantasy, envy, and desire could get together and have an offspring, that offspring would be the emotion I feel from this video, something that feels almost like nostalgia.  And, as we know nostalgia is a very powerful motivator.  So, how do we get to this feeling?  With storytelling.  Use narrative to cause identification, make your audience think “that could be me,” and then call them to action.

Something that resonates for me from a college media class is that, “nothing succeeds like success,” so it makes sense Nike uses these widely known quotes for their call to action.  They are so well known we as the consumer forget they are really just saying, “buy my product.”  It’s fantastic.  Framed within the narrative, the consumer thinks, “I want to live that way,” and their brains unconsciously tie that desire to Nike.  Below this post are the quotes.

The video draws the conclusion, “movement is life,”  offers that movement, and builds brand congruence.  I hope you enjoyed this short post, let me know what you think.

“Life is either a daring adventure of nothing at all.” – Hellen Keller

“Buy the ticket, take the ride.” – Hunter S Thompson

“You only live once, but if you do it right once is enough.” – Mae West

“Above all try something.” – Franklin Delano Roosevelt

”I never worry about the future, it comes soon enough.” – Albert Einstein

“One who makes no mistakes, makes nothing at all.” – Casanova

”Do one thing everyday that scares you.” – Eleanor Roosevelt

“In the end its not the years in your life, but the life in your years.” – Abraham Lincoln

“If I’d followed all the rules I’d never have gotten anywhere.” – Marilyn Monroe

”Action Expresses Priorities” – Gandhi

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