This latest Kobe Bryant commercial for Nike puts his legendary work ethic front and center as a constant in the universe.
This Nike ad launches the #CountOnKobe campaign. The concept behind it is that after 17 seasons in the NBA, Kobe remains dedicated to domination. His intense workouts and elite performance are such a constant, they compare to other things in the world that never change. The commercial connects Kobe Bryant's consistency with other things in the world in a clever and funny way.
For instance, the ad proclaims "Earthquakes shake, bakers bake and Kobe Bryant shakes and bakes."
This is an interesting Kobe Bryant commercial because it isn't done in the traditional formula of showing a highlight reel of amazing plays. Instead, there is a lot of outside production and the narration carries the concept.
Key Themes Behind This Trend
- Consistency Marketing
- Disruptive innovation opportunity: Develop marketing campaigns that emphasize the consistent performance and reliability of a product or brand.
- Athlete Branding
- Disruptive innovation opportunity: Create branding strategies that highlight the work ethic and dedication of athletes to inspire and engage consumers.
- Narrative Advertising
- Disruptive innovation opportunity: Utilize storytelling techniques in advertisements to convey messages and connect with audiences in a unique and impactful way.
Where This Applies
- Sports Apparel
- Disruptive innovation opportunity: Integrate consistency-based marketing campaigns to differentiate from competitors and showcase product quality and reliability.
- Marketing and Advertising
- Disruptive innovation opportunity: Develop creative branding strategies that leverage athletes' dedication and consistency to resonate with target consumers.
- Video Production
- Disruptive innovation opportunity: Explore outside-the-box production techniques to create unique and captivating commercials that stand out in the advertising industry.
