SAN DIEGO, Oct. 30, 2015 – All-star athletes frolicking in the snow are an unbeatable team for Nike. “Snow Day,” featuring both men and women, is the hottest commercial on TV since Michael Jordan and Larry Bird laced them up to shoot baskets for a Big Mac.
In the two-minute ad, New England Patriot tight end Rob Gronkowski wakes up to a winter wonderland and calls out his pals to come play with him.
As he walks through the neighborhood, he calls out Ndamukong Suh of the Miami Dolphins, who heads out to gather up his team to face off against Gronk and his crew. Gronkowski collects Luke Kuechly of the Carolina Panthers, Odell Beckham Jr. of the New York Giants, Le’Veon Bell and Ben Roethlisberger of the Pittsburgh Steelers, Paul George of the Indiana Pacers, Canadian triathlete Paula Findlay, A.J. Green of the Cincinnati Bengals, world champion and Olympic boxer Marlen Esparza and Eric Weddle of the San Diego Chargers. Suh shows up with professional crosstraining athlete and weightlifter Lauren Fisher, Marcos Mariota of the Tennessee Titans, U.S. soccer star Carli Lloyd, LeSean McCoy of the Buffalo Bills, Draymond Green of the Golden State Warriors, Canadian professional tennis player Eugenie Bouchard, NHL star Steven Stamkos of the Tampa Bay Lightning, Elena Delle Donna of the WNBA’s Chicago Sky and Canadian soccer star Sydney Leroux.
Enjoy it here for yourself.
Each athlete gets to show off the skills that made him or her famous. Marlen Esparza punches out a truck window. Odell Beckham Jr. catches a barbell tossed to him by Luke Kuechly. Carli Lloyd kicks off to start the game. Touch or tackle? Tackle.
The ad made its broadcast debut during NBC’s Thursday Night Football game. It is on Nike’s digital channels and has already been watched by nearly three million people alone on YouTube.
Nike’s creative team at the advertising agency Wieen & Kennedy Portland and director Steve Rogers of Biscuit Filmworks also put together a short “behind the scenes” look at production of the commercial, which is equally entertaining. The athletes reminisce about childhood snow days and also reveal who they’d most like to smack with a snowball to the face.
Viewers have so many ways to avoid traditional advertising, campaigns need to be intrinsically entertaining with the content of the story. It’s not enough to rattle off funny lines about a product, feature a celebrity or shout catch-phrase slogans at the audience. This campaign proves it can be done. By the way, the campaign promotes Nike’s new weather protective apparel.
Even though I live in San Diego and can barely even imagine being in snow, much less needing three layers of protective wicking fabric, it doesn’t mean I don’t love “Snow Day” too.
Gayle Lynn Falkenthal, APR, is president/owner of the Falcon Valley Group in San Diego. She is also a serious boxing fan covering the Sweet Science for Communities. Read more Media Migraine in Communities Digital News. Follow Gayle on Facebook and on Twitter @PRProSanDiego. Gayle can be reached via Google +
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