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These days, YouTube “commercials” are commonplace. Advertisers are waking up to the reality that one viral video with relatively low overhead can have more expansive and long-term impact than a multi-million-dollar TV spot.
These spots can be funny, compassionate, controversial, or all around compelling. Rendered well and delivered timely, and they can carry all the punch of a prime time advert. Ronn Torossian says it’s tough to rank the best, but Nike recently released one that, at least for New Yorkers, has to be near the top of this list. He is talking, of course, about “RE2PECT” the Jeter tribute you have probably seen if you aren’t living under a rock.
If you just dug yourself out (or got back from vacation somewhere without WiFi), here it is below:
The tone of the spot is pitch perfect. It captures the spirit of both New York, and the respect even Sox fans have for The Captain, with restrained class, the same way Jeter has played the game.
The PR lesson in the spot is two-fold. First, it connects viewers with something intrinsic inside them. Nostalgia, ambition, shared culture, gratitude – these are tangible intangibles. They create a unique shared experience out of a myriad of reasons for watching.
Second, the spot captures the vibe and message of the product perfectly. Many times, product placement this bold can be obnoxious and distracting, but Nike manages to have their products (many times over) in literally every scene without making it feel like you are being sold. The viewer is having a moment, and it is only after watching that you realize all those hats looked pretty slick. The connection comes BEFORE the recognition of the product. And, it is that dynamic that creates a lasting, almost subconscious emotional connection with the brand. Well done, Nike… and, of course, much respect to Mr. Jeter.
Founder of 5W PR a Public Relations Company in the United States, Ronn Torossian has respect for Nike’s latest PR effort.
