In a social climate where many ads seem irrelevant, Nike is spreading a message of hope and collective action with its 'Play inside, play for the world' campaign. We explore the insights behind this and why brands are repurposing their advertising to serve a common cause.
The Nike ad underlines the importance of social distancing during the COVID-19 pandemic: "If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world." The sportswear brand has partnered with global icons including Christiano Ronaldo, Carli Lloyd, and Tiger Woods to spread the message. “Brands are looking at their marketing and thinking creatively about how they can connect with people now we’re in this weird, isolated world, which is what we’re doing as an agency with our clients. For the time being, it’s not going to be short-term sales targets driving campaigns. Brands will need to be working on brand-building,” says Lisa Parfitt, managing director of sports marketing agency Engine Sport.
While COVID-19 has cast a shadow over much of daily life, Nike’s ad looks to offer a beacon of hope and it’s likely to strike a chord, especially among American Gen Zers, 44% of whom have followed or liked a brand campaign or organisation on social media based on the causes they supported. By pushing a message of positivity without promoting its products, all the while remaining on-brand, Nike comes across as authentic, which could boost loyalty in the long-run. Other brands are also pivoting in the wake of the coronavirus outbreak – Ford has repurposed its messaging with two pandemic-sensitive campaigns, creating space for more companies to make similar decisions.
Nike isn't the only sporting brand that's using its advertising as makeshift public service announcements – Adidas posted on social media to announce the closure of its UK stores and tell customers that their "health is what matters most" to the company. And in the US, ESPN has enlisted sports fans to produce some of the content it's showing on TV and social media, as global sports come to a standstill.
Ope Oduwole is a junior behavioural analyst at Canvas8. He has a BA from the University of Nottingham and leans on the inquisitive nature of his studies. With an avid interest in all things creative, if he’s not at a concert or poetry reading, he’s buried inside a book with a cup of green tea.
