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20-OCT-2024 | Nike’s “A matter of conscience” Ad

Author

Dan Bogachek
October 20, 2024

Nike’s “A matter of conscience” Ad

A matter of conscience.

The day running became big business it started down a questionable, but predictable path.

We can’t go along.

Maybe it’s because we remember how it all began. We don’t feel comfortable with mass marketing. We bristle at the idea all runners are created equal, and all shoes should be made to a single standard.

Then judged.

Because the more we learn — in the laboratory, in working with podiatrists, orthopedists, in studies of biomechanics — the less we see of this so-called “average” runner.

And the more we appreciate the different foot types, gait patterns, body weights, speeds and training schedules.

If success brought us to this crossroads, it has only strengthened our commitment.

Nike is introducing a complete new line of performance shoes. With models for every kind of athlete, every kind of foot, every kind of regiment. And we’re making it easy to choose the right one. Without counting stars, stripes or anything else.

It’s not important whether we live up to someone else’s expectations. What’s important is whether we can help you live up to yours. 🏁

The classic thought leadership ad.
“Here’s the why behind how we’re different.”

  • A 1-2, 1-2 to start us off. Flip-flops between long illustration and short statement.

  • Bridge words to keep the momentum up: “maybe”, “and”, “with”, “because”, etc… Proper grammar is for the birds.

  • Even though it’s all about Nike’s identity & mission — “we” — the punchline still comes back around to “you.” “At the end of the day, all this ‘we’ stuff is because we care about you.” A nice way to wrap it up.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].