With the mix of internationally recognized celebrities (you’ll recognize at least one), the seamless change out of language (men-hombes-uomini vs. women-mujeres-donne) and liberal use of physical action over dialogue, 72andSunny creates a truly multicultural ad campaign that resonates across a wide range of ethnic groups and is readily adaptable to present in multiple global markets, while (and this is the most important part) succeeding in communicating a single call to action: Go to Nikeplus.com and join the community. (Although once you go there, it would be more effective to have something visually connecting the campaign to the website–once there I didn’t know where to go to ‘participate.’)
Professional athletes, dancers and celebrities including Paula Radcliffe, Roger Federer, Fernando Torres, Eva Longoria Parker, Tony Parker, Sofia Boutella, and Zlatan Ibrahimovic are among those engaging in the competition.
You have about 5 seconds for someone to grasp the meaning of your messages. Are your communications too ‘language focused’ to be effective for diverse audiences? What do the visual images in your marketing materials or web-site say, if someone doesn’t take time to read the fine print? How many people and of what backgrounds will look and immediately think: “This ad is speaking to me.”