My YouTube ad of the week: Sushma Sagar, Banana Republic

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Sushma Sagar reviews Nike


Sushma Sagar, senior brand manager, Banana Republic

Why I like this

The premise of the ad is to position Nike's new Kobe trainers as the footwear choice for super successful people. The charismatic basketball legend Kobe Bryant appears in the ad like a messiah, lecturing a room full of stars on how to be even more outstanding and extraordinary than they already are. "What happens when you want to go further than the top?" Well, apparently you listen to Bryant and wear Kobe trainers. I like the tone and use of Illuminati-style symbolism. This is clearly tongue-in-cheek but, judging by the online comments, the joke went over the heads of some, who genuinely think that Nike is part of the New World Order.

Wish I had thought of

When money is no object, you can create an ad such as this. A plethora of superstar cameos who are willing to promote your brand is notable in itself, but more impressive to me is that they have been used in a way befitting their status and personalities. The concept is intelligent, original and has positioned Kobe footwear, like Bryant, head and shoulders above the competition.

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Credits

Brand

Nike

Task

Introduce Nike's latest Kobe shoe range

The US sports superstar Kobe Bryant explains to an audience of fellow superstars, such as Kanye West and Richard Branson, how to be successful. Much like a motivational speaker, he explains that it's not just a shoe, it's a philosophy - the KobeSystem. It's "success for the successful".

Credit

Wieden & Kennedy Portland.

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