Current Issues in Marketing Strategy

Nike have released a new soccer Ad that ties in with Euro 2008. With a host of famous faces, it's an interesting take on soccer skills, but I can't help but feel like their ad spend could have been better.



The ad uses the phrase "take it to the next level" inferring that using Nike equipment helps improve your performance. I like that they are appealing to the consumer, taking them into the performance arena, but there are limitations.

I feel like the brand association gets lost a little in the visually exciting ad, much like an AFL footballer misses the oncoming tram ona visually exciting road (100m from my house by the way).

Apart from that, the star power is incredible, the camera angles keep you captivated and I highly recommend you listen to it with the volume on max, it feels like you are there. It will certainly captivate the avid soccer fan and grab their attention.

Will the ROI justify the expenditure?

Josh's Opinion
You have to believe that the greater branding for Nike is worth every dollar of investment, but it is interesting to think what the opportunity cost is.

Sam's Opinion
I think the AFL gag was a little too soon.