Nike teamed up with agency Ogilvy Taiwan to create a new local market campaign that embraces and celebrates the traditionally respectful and humble side of Taiwan’s athletes.
The insight behind the work is based around the widely held Asian perspective that the Taiwanese society and personality is typically considered as being humble to a fault.
But while some see this polite, respectful nature as a weakness, this campaign positions as a strength.
The campaign is spearheaded by a hero spot that both pays tribute to humble respect, but which also reveals the nation’s steely side and trumpets that, when it comes to competition, the Taiwanese don’t pull any punches.
The spot’s narrative and copy translates as:
So I heard people think I am too humble?
I might look soft but my spirit is tough
I might say ‘sorry’, but I’ll beat my opponents until they feel sorry.
My attitude is humble, but my performance is hardcore
I don’t need to be the first on court, but once on court I’ll be number one
I don’t need the camera to follow me, because you can’t take your eyes off me
My finish line is the limit you could never reach
Excuse me, please appreciate my humbleness, but also smell my aggression
When I push you to your limit, I’m showing you the respect I deserve
Once the game begins, I’ll politely let my aggression fly.
Just Do It.
Comment:
Turning a perceived weakness or problem into a strength or a benefit is a classic marketing tactic – think Guinness and Marmite.
And it is one that can prove deeply emotional and effective.
This work marks the first time in more than a decade that Nike has created a ‘Just Do It’ film specifically for and about Taiwan.
Taiwan may be legally part of the Republic of China, but it operates as a separate state with distinctive culture and society.
Previously, Nike has run versions of Chinese campaigns in Taiwan.
So this strategic decision to create authentic, local work celebrating Taiwanese culture is an important change in approach.
Links:
Nike Taiwan
Ogilvy Taiwan
