Five hundred and sixtieth chapters unlimited creativity
The slogan just do it is the most famous advertising slogan of Nike in the previous life, and it has also become the iconic symbol of Nike. This sentence should have appeared around 1988, which is still two years away from now. Liu Lang put it
This time is pushed forward two years.
"Just use these words!"
Without any hesitation, Knight made his decision immediately.
"Then Liu Lang, how do you think this advertisement should be designed?"
"Well, I personally think that we can use a variety of advertising images to express this meaning. The first is ordinary people. The concept of non-stop movement should be shown in ordinary people. For example, for example, a person gets up early on the street.
At the beginning of the run, there was no one on the street. He was the only one running. But soon, two more people appeared behind him. The three people smiled at each other. After a few seconds, the three people turned into ten people.
Ten people became
A hundred people gathered, and in the end the whole street was full of runners, or someone was playing basketball alone on the basketball court. In the quiet night, only the sound of the fluffy basketball falling to the ground was heard, but when the scene turned, another person
He walked in and said to him: Let's have a bullfight. The screen turned again and another group of people came. Let's have a game. The picture turned again. Around them, there were dozens of people of different skin colors gearing up and waiting.
Just go on the court, this is the concept of sports."
"Okay, great!"
Knight yelled OK.
"Then there is the athlete series. They have to embody the concept of perseverance. For example, Jordan has not yet entered the second round of the playoffs. He has been defeated every time. Those opponents have knocked him down countless times, even in
He dunked on his head, but what did it matter? He kept falling and standing up to challenge the opponent. Finally, he trampled all these opponents under his feet and became the real king of the NBA. This is
The concept of continuous efforts and perseverance!”
"marvelous!"
Knight clapped his hands, this idea is also very good.
"But it's not over yet. The last two ads are going to be combined. The man playing basketball alone in the first ad finally met Jordan on the basketball court one day after constant exercise. Jordan said to him: What?
Like? Let’s have a game! This concept tells everyone that as long as you keep exercising and practicing, you will one day achieve your goals, and maybe you can become an athlete who will let everyone in the world know you!”
"Haha, it's amazing. It's amazing. This third idea perfectly combines ordinary people and athletes. It reflects the concept that continuous exercise will lead to breakthroughs, and perfectly combines with the phrase "just do it".
"
Knight danced happily, Liu Lang was Liu Lang, and he was "shocked and weeping" as soon as he made the move. He even took out the advertising slogans and advertising content. How much creative expenses were saved at this time!
More importantly, his creativity is unparalleled. It is really the limit of human imagination. Once it is played, it will be more unforgettable than the previous Jordan generation ads. This year's best commercial award has been booked in advance.
Already.
"Phil, you are right. The Jumpman series of sports shoes is our main brand now, but the company cannot just rely on basketball, it must also diversify its development. I think running is a good sport. It may seem boring, but the most important thing is
Exercise people’s will, so I think we can create another running brand!”
"Well, yes, I also think that basketball shoes are too single. A single category will increase the risk. We need diversified development. However, running is much weaker than rugby and ice hockey, so I am afraid the effect will be worse!
"
In the hearts of the American people, football is the number one sport. Both men, women and children like this kind of hand-to-hand sport. The second number one sport is ice hockey, especially when athletes fight on the field, it is the most exciting. As for
When it comes to basketball, it can only be ranked third.
Of course, this refers to the 1980s. Thirty years later, as the NBA's influence continues to expand, it is almost as important as football in the hearts of ordinary people in China, and it has billions of fans around the world.
Nike now focuses on basketball shoes and has made great progress. In Knight's view, if it wants to go further, it must enter rugby, or at least ice hockey. As for running, how many groups can there be?
"Phil, you are wrong. Football and ice hockey are of course very popular. This is because you Americans are straightforward and like sports that are full of confrontation. Football is an example. People all over the world like football.
But you Americans don’t like it because it’s not confrontational!”
Liu Lang said with a smile, these words are not nonsense, every sentence is fact. Americans just like the kind of "rough", "barbaric" and even bloody sports, such as boxing, fighting or highly performative sports.
Wrestling", this is directly related to their character.
"Don't talk about so much useless stuff, just do it."
This is true from the country to the common people. In his previous life, Liu Lang had read some books discussing the character of Americans, which was reflected in every aspect of their lives.
"When you say that...it's really true!"
Knight thought about it and felt that Liu Lang hit the nail on the head and analyzed the Americans very thoroughly.
"Then there is no market for the sport of running, right?"
Knight asked rhetorically.
"Haha, Phil, you have to be good at reverse thinking when thinking about things. Like does not mean imitation. Who do you think will wear a football player's helmet on the street? Who will wear skates?
Running is different. It does not seem to be among the sports that Americans like, but it has a unique advantage that it can be done regardless of venue or group of people.
Old people and young children can jog, and young people can run fast. They can run in the gaps in the fields; they can also run beside the road, and even wear raincoats in rainy and snowy weather. Only running can embody exercise.
The concept of doing whatever you want is everywhere.”
"Yeah... yes!"
Knight was a little moved by Liu Lang's words.
"Phil, we can definitely build running shoes into an independent brand, with the slogan "Let's all exercise!"
The reason for this slogan is that you Americans have been eating fast food and drinking cola for a long time, and you have obviously gained some weight. I often see fat people weighing more than 200 pounds when walking on the street. Needless to say, their bodies must be suffering from heart and brain diseases.
, and running is suitable for them. Even for those with normal weight, long-term running will make them full of energy, and I have thought of the advertisements for you.
There were two fat men walking hard on the street. Suddenly, a fit man wearing sneakers ran past them. Then he turned around and said: Come, let's run together!
The two fat men were still hesitating, but suddenly a pair of sneakers appeared on their feet, and they started running involuntarily. As a result, hundreds of people ran together, running past the Statue of Liberty in New York; past the White House in Washington; and across San Francisco.
The Golden Gate Bridge; and then running through the Mississippi countryside. By the way, this scene is also accompanied by music, American country music, which is the song "Ruy" by Jackson Browne."
This song "Ruy" has a deep impression on Liu Lang. This song appeared in the very famous American movie "Forrest Gump". The background is the protagonist running in the fields, rivers and deserts, accompanied by this paragraph
The music was so beautiful that Liu Lang wanted to run right away.
The movie "Forrest Gump" only appeared in the 1990s. Now Liu Lang directly uses a clip from it as an advertisement and it becomes original. If you want to shoot this scene when the movie is released again in the future,
You need to ask yourself for authorization.
"Wow, your creativity is really amazing!"
Knight shook his head repeatedly.
"Our advertising is to awaken the sports genes of all Americans and make them like running. Of course, advertising creativity is only one aspect, the more important thing is the design of sports shoes. I have several styles now, waiting for them to be available tomorrow.
You can take a look then!”
Compared to basketball shoes, Liu Lang actually prefers running shoes, because for ordinary people, running shoes are more suitable for people's habits and are not as bulky as basketball shoes. In his previous life, both Nike and Adidas were on running shoes.
After a lot of effort, the design types of shoes far exceed basketball shoes. Liu Lang himself has several pairs of running shoes, so in terms of design, Liu Lang has more styles in his mind than basketball shoes.
"You have a new design? Okay, okay!"
Liu Lang's designs are always so avant-garde and trendy, each model is much ahead of its time. Nike now has its own design team, but their job is only to make some minor changes to Liu Lang's designs, or to build on this basis.
Some other products have been extended to it. It can be said that Liu Lang has done all the work by himself, which makes those designers have no sense of existence. But there is no way, they can't even catch up with Liu Lang's design.