The Commercial



The equality campaign features many professional athletes, including LeBron James, Serena Williams, Kevin Durant, Victor Cruz, Gabby Douglas and soccer star Megan Rapinoe. It is narrated by Michael B Jordan and includes, Alicia Keys singing Sam Cooke’s 'A Change Is Gonna Come'. 

 The commercial opens with an arial shot of a basketball court, followed by a close up photo of Le Bron James watching people play. This pattern is followed throughout the video with a arial shot of a tennis court followed by a close up photo of Serena Williams and then again with an arial shot of a football field and a close up photo of soccer star, Megan Rapinoe. As Jordan continues to narrate
"equality should have no boundaries" a white line is seen to be spray painted on the ground. This represents the racial aspect to  the reoccurring message of equality within communities.





A woman with a head dress is seen running through the streets, touching on the cultural essence of the video. Due to Nike working on developing its women active wear range the campaign further presents women running in a pack with Olympic hurdler, Dalilah Muhammed.
The campaign motto is" worth has no colour". This is the reason for the black and white theme colours. The black and white colour scheme also symbolises the racial aspect of equality in being accepted in many community's in the world. Nike has incorporated a sense of celebration to diversity in the commercial. Alicia Keys is seen playing the piano in front of the wall that has the words "equals everywhere" written in white bold letter. This emphasises the main message to the audience.

 (Daily male, 2017)(Daily male, 2017)



Reference

Social media marketing. (2017, February 22nd). Nike equality campaign. [Blog]. Retrieved from.
     https://introtosmmmolliedaltonblog.wordpress.com/2017/02/22/nike-equality-campaign/

 Daily male. (2017, July12th) Nike Equality should have no boundaries': Nike launches powerful and political new  
     diversity campaign with stunning short film starring LeBron James, Serena Williams and other US stars.                [image]. Retrieved from 
     http://www.dailymail.c   o.uk/news/article-4217820/Nike-launches-powerful-new-diversity-equality-campaign.html

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