91 Gatorade

What makes an ad campaign so successful? Some people may say it’s about the brand or it’s about marketing but there is another word that always seems to play another factor iconic figures. Some people with just there name have the power to influence people from all ages. So when an icon puts his or her name on something they have the power to influence the minds of the masses of people. Some iconic figures are made up like Santa Claus or the Easter bunny but these figures are usually indicators of something else that make these things not right without each other those things being Christmas and Easter of course. These iconic figures represent each other there for they have become synonymous. They promote each other without even a serious

The manner in which the ad was created was nothing short of a miracle the way it all came together makes it that much more special. The ad first premiered in August of 91 Gatorade before 1991 Gatorade had not had an official spokesman for their brand this all change when the director of sports marketing for Gatorade met with Michael Jordan’s agent at the February NBA All-Star game held in Charlotte, North Carolina. The two would meet to discuss numbers to figure out what exactly it would take to get Michael Jordan to become the first official spokesman of Gatorade. There was only one thing that stood in the way of this deal being complete that was Coca- Cola. Coke had already had a deal in place with Michael, which would end that same year in June. Michael Jordan’s agent explain to the director of sports marketing that Jordan was looking for a 10 year 7 figures a year contract. Jordan’s agent also offered the some deal to Coke they heard the offer and refused to give in to the condition that Jordan put on the table. On July of 91 Jordan became the first spokesman for Gatorade. The deal couldn’t have come at a better time that year Jordan would win the NBA MVP, NBA Finals MVP along with his first NBA Championship title. Jordan was the face of the NBA and not only that but he had become the prototype for any athlete in any sport. Gatorade would put Bayer Bess

The ad tries to show Michael doing simple things playing ball with kids and hanging out at the gym laughing cracking jokes. This played a huge role in getting people to see Jordan as regular human being that people could be like steering the audience away from the fact that they would never be able to really be like Mike. The creators of the ad knew that showing him do ordinary things would make it that much easier to get viewers to believe that they could be like Mike. The ad used the music to tell people exactly what they wanted viewers to do in a subliminal way of doing things the hook “I want to be like Mike” repeating through out the ad almost forces you to want to be like Mike especially if you are a kid seeing this ad for the first time. The end of the ad was also very important in how the ad tried to persuade viewers the last thing you see from the ad is a message saying “Be like Mike, Drink Gatorade”. This statement was used to solidify the ad in a manner that made it clear to viewers what they should be doing. Drink Gatorade because Mike drinks Gatorade and everybody wants to be like Mike. The ad doesn’t care about working as hard as Mike or even try to tell viewers to play like Mike it only focuses on being like Mike when it pertains to drinking Gatorade. In a way it is telling viewers not to focus on how Mike got to