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BRAND : Nike
BASELINE : Where’s the next Ronaldinho?
DESCRIPTION: The
ad begins with a boy thinking of becoming a professional football player while brushing his teeth and Ronaldinho’s image in his bathroom mirror. Next we see Ronaldinho playing with his football inside the train, on the busy road, as he says, “I always have the football with me, it’s my best friend.” People are almost fed up of Ronaldinho’s football mania – but he doesn’t care The ad ends with a caption asking, ‘Where’s the next Ronaldinho?’ 4Ps TAKE: Last time it was gully cricket and this time it is soccer doing the trick for Nike. Despite the language restriction (which is resolved through the English sub-titles), this ad scores on every account. The visual grabs all eyeballs especially those soccer crazy viewers and Ronaldinho fans, as the Brazilian player steals the show. The USP? Nike’s sports gear that makes it possible for one to practise to attain the kind of perfection that Ronaldinho has today. The reward to the prospect is of course the great soccer star: do you have it in you to be the next Ronaldinho? As far as Nike is concerned, it’s done it – yet again!
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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