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Dream Crazy Ethos Pathos Logos

797 Words4 Pages

Nike's Revolutionary "Dream Crazy" commercial ad that has the message of perseverance, determination, and fearlessness, saying quotes such as “don't believe you have to be somebody to be somebody.” is being spoken over by Colin Kaepernick. Colin Kaepernick is an American football player and social activist who played for the San Francisco 49ers but was also widely known for kneeling during the national anthem before games to protest racial injustice against African Americans. This ad was released in September 2018, causing action that led to lots of controversy and attracted lots of attention. The "Dream Crazy" commercial starts with a closeup of Colin Kaepernick's face, taking the audience's attention right away at the beginning and about …show more content…

Therefore, ethos is shown through its association with Colin Kaepernick, known for his social impact. Which increases Nike's brand credibility to viewers, especially those who know him or have heard of him, along with showing their audience that they are a diverse company. Pathos is shown by appealing to the viewers feelings of motivation, sympathy, and dedication, the ad creates an emotional bond with the audience and inspires us to see our own potential. Especially by using quotes such as “Don't be the fastest at your school, be the fastest in the world”. And “Don't be the best basketball player in the world, be bigger than that”. Showing clips of professional basketball player LeBron James. Nike also uses logic to support their message, emphasizing the importance of hard work in achieving …show more content…

Due to his controversial action, especially his choice to protest racial injustice by kneeling during the playing of the national anthem, Kaepernick caused a lot of discussion. Nike took advantage of this situation to launch an advertisement that matched his message and placed the company as a voice for social justice as well. This ad achieves an effective medium by reaching its target through a variety of media. It is widely visible and easily accessible because of its spread all over social media, streaming services, and TV. Nike makes the most of its audience and involvement through the use of the internet, allowing the advertisement to connect with a wide range of audiences easily. All things considered, the use of different kinds of media improves the ad's ability to connect and reach its target audience and actually win Nike an Emmy

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