Increasingly, commercials from Nike are difficult to overlook. In this example, viewers are shocked by the Mercurial V4, which weighs only 230g. Why? Because the athlete appears to be lacing his own feet.
The concept is a shocking way to demonstrate that his shoe is so light, it seems that you are not using it! A film that house photo and sound effects.
Implications - The use of shocking imagery in advertising is a powerful way to attract buzz and consumer attention. Particularly in the viral video age where buzz and controversy translate directly into increased viewership, the impact of shockvertising is undeniable. Imagery that is either grotesque, unseen or highly controversial are just a few examples of ways companies can stand out in the eyes of the public.
What's Driving This Trend
- Shockvertising
- Using shocking imagery in advertising to attract buzz and consumer attention creates a disruption in the traditional advertising approach.
- Lightweight Products
- Creating products that are incredibly lightweight, even to the point where they seem to disappear, can be a disruptive innovation in multiple industries.
- Viral Videos
- Capitalizing on viral videos as a marketing strategy is a trend that can disrupt the traditional advertising model, especially in a digital age.
Who This Affects Most
- Sports Apparel
- Creating lightweight athletic gear can disrupt the sports apparel industry and attract a new customer base looking for high-performance products.
- Advertising
- Using shockvertising in advertising can create a disruption in the industry and attract attention to a brand or product.
- Film and Photography
- Incorporating sound and visual effects like those seen in the Nike commercial can disrupt the film and photography industry by pushing the boundaries of what is possible in advertising.
