Nike Kobe The Conductor|短视频|广告营销案例【ADGuider广告指南】

耐克科比指挥

案例简介：EntrySummary 体育营销一直被英雄崇拜所主导，英雄崇拜只显示出对运动员的爱。但是科比和其他运动员不一样。在他 20 年的名人堂生涯和五次总冠军生涯中，科比一直是篮球的反英雄。他是每个人都喜欢恨和讨厌的人。他邀请对手和对手的球迷带来他们最糟糕的表现，然后发泄他们的仇恨，表演令人难以置信的表演。在他职业生涯的最后一场比赛中，耐克和科比没有以典型的爱和崇拜告别。相反，我们拍了一部庆祝仇恨的电影，科比得了 60 分，带领他的球队取得了胜利。简要解释广告开始时，科比 · 布莱恩特在一个充满敌意的球场上打出了一个标志性的获胜投篮，在整个竞技场上引发了嘘声和 “科比，你真糟糕!”。当灯光昏暗时，科比回应嘲笑，重新诠释了奥蒂斯 · 雷丁的经典民谣《我爱你太久了》，除了这个版本, 每个人都唱 “我恨你太久了。 “对方球队的球迷，球场上的敌人，和吝啬的吉祥物站起来，用歌词来表达他们有多鄙视科比。在摩城乐队的支持下，科比将他们的尖酸的演奏变成了一首令人愉快的交响乐。信息很清楚: 科比没有回避仇恨和改变他的个性，而是把它作为动力。20 年来，他一直忠于自己，这为他赢得了所有诋毁者的尊重。 AdvertisingFormatOther “我爱你太久了” 是奥蒂斯 · 雷丁和杰瑞 · 巴特勒创作的灵魂歌谣。被评论家和作家认为是雷丁最好的表演之一和灵魂经典, 这首歌在广告牌热 100 上达到 21 号，在广告牌节奏和蓝调上达到第二号。这是爱人对即将离开的爱人的恳求。这首歌的重新诠释 (“我恨你这么久了”) 为一个体育英雄提供了一个恰当的转折，留下了一个全世界的球迷，他们在他的职业生涯中一直讨厌他。

耐克科比指挥

案例简介：EntrySummary Sports marketing has always been dominated by hero worship that shows nothing but love for athletes. But Kobe Bryant isn’t like other athletes.Throughout his 20-year, Hall of Fame career and five championships, Kobe has been basketball’s great antihero. He was the guy everyone loved to hate and hated to love. He invited opponents and opposing fans to bring on their worst, then fed off their hate to deliver incredible performances.During the final game of his career, Nike and Kobe didn’t say goodbye with the typical shower of love and adoration. Instead, we ran a film that celebrated the hate while Kobe scored 60 points and led his team to victory. BriefExplanation The ad opens with Kobe Bryant hitting a signature game-winning shot on a hostile court, setting off boos and chants of “Kobe, you suck!” throughout the arena. As the lights dim, Kobe responds to the jeers with a reinterpretation of Otis Redding’s classic ballad, “I’ve Been Loving You Too Long,” except in this version, everyone sings “I’ve been hating you too long.”Fans of opposing teams, on-court nemeses, and begrudging mascots stand up to belt out lyrics about how much they despise Kobe. Backed by a Motown band, Kobe conducts and spins their vitriol into a delightful symphony. The message is clear: rather than shy away from the hate and change his persona, Kobe used it as motivation. For 20 years he’s been true to himself, which earned him the respect of all his detractors. AdvertisingFormatOther "I've Been Loving You Too Long" is a soul ballad written by Otis Redding and Jerry Butler. Considered by critics and writers to be one of Redding's finest performances and a soul classic, the song reached number 21 on the Billboard Hot 100 and number two on the Billboard Rhythm & Blues chart.AllMusic.com notes “the song's universal theme: it's the plea of a lover to the loved one who's leaving.” The reinterpretation of the song (“I’ve been hating you so long”) offers an apropos twist for a sports hero leaving a world of fans who have detested him throughout his career.