Buy Advertising Campaign Discussion
Watch and analyse the following Nike “Play for the World: You Can’t Stop Us” advertising campaign, which recently launched into the market: https://youtu.be/FlwwCEUSNjc
Imagine you are the Creative Director for the campaign, and you have been asked to write the Creative Rationale for the Creative Strategy used in this advertisement.
The advertising challenge that this campaign is addressing is very clear, but here you need to examine the Creative Strategy that has been used in this campaign.
Analyse the elements of the campaign creative and in your Creative Rationale you should address the following:
1. describe who you think the desired target audience is for this campaign (including a brief target audience profile) and why you believe the ad campaign is targeted to this consumer segment?
2. Identify what the single-minded, key message is for the target consumer (and why you believe this is so)
3. Can you articulate what the Big Idea behind the advertising creative is? (6 marks)
4. Explain and justify the types of appeals and execution styles which have been used to communicate the Big Idea behind the ad (and whether/not they were effective, in your opinion)
5. Identify at least one key advertising objective that could have been set for this advertising campaign to achieve
In your response to this question show evidence of connections to research by including a minimum of three (3) academic journal/text citations to support some of your arguments.
· A Creative Rationale aims to justify and sell the creative concept; a rationale – requiring the reasons or logic behind your decisions, not just descriptions; the purpose is to convince the client (/other parties) to buy the idea by justifying the reasons for your creative approach.
· If you have issues accessing YouTube, please refer to the recording of this advertisement which has been posted in the Assessment folder on Blackboard.
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