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Nike - The Jogger Commercial

But still he's keeping pace and the expression on this face doesn't look like he's going to stop anytime soon. The voice of Tom Hardy adds a surreal effect by softly whispering about how we all have potential for greatness, "Greatness is no more unique to us than breathing" he says (Nike). The Ad is very powerful and has a great thought provoking message; however Nike might have stepped a little too deep in order to reap an emotional reaction from their audience.
             Many viewers found themselves greatly moved by the complexity of the simple one minute video. The Ad can be dissected into many elements and appreciated at many levels. American society has become increasingly health conscious in recent years, however at the same time the rate of obesity has slowly increased (NIDDK) and the US has become the 9th most obese country in the world (Forbes). It is understandable that many people struggling with their weight find this commercial appealing and motivational – they are the chief target demographic for this commercial. Other major portions of the demographic include general sport buffs and people who simply find inspiration in the young jogger's dedication. On the surface the Ad takes on a more positive message. The young boy is unhappy with his current self and is working hard to improve himself – and that in a nutshell encapsulates Nike's definition of greatness. The early time of day speaks for the jogger's dedication, and the fact that nobody else is on the road represents how the jogger was gone against typical societal norms.
             Digging a bit deeper the Ad takes on a different appearance. Nike was able to artificially craft the "realness" this commercial in order to tug sympathy from the viewers. Their choice of replacing the athlete with a more "real" young kid struggling with obesity deepens the emotional impact and appeals to more viewers.


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