Nike’s get-the-vote-out campaign’s core piece of creative rolled out on 23 October in the form of a hero ‘You Can’t Stop Our Voice’ spot featuring a strong line-up of the sportswear behemoth’s endorser stable – such as LeBron James, Naomi Osaka and Odell Beckham Jr – to appeal to disaffected US voters.
Running under the brand’s ongoing ‘’You Can’t Stop Us’’ platform, the campaign sees Nike harness its marketing might to encourage voter participation and promote its programme aimed at minimising the hoops voters must jump through and barriers they must overcome to cast their ballot.
The initiative focuses on solving difficulties of access to polling stations and it sees Nike partner with ride hailing brand Lyft to offer discounted rides to voters heading to the polling booths in traditionally low turnout areas such as Atlanta, Chicago and Baltimore.
The hero 60-second spot was created by agency Wieden+Kennedy Portland, helmed by Hiro Murai and narrated by actress Regina King, opens with a young girl playing basketball in an empty, dark arena.
Highlighting sporting escapism and its ability to provide a platform and a voice, the ad features various Nike athletes who have endeavoured to improve society, support their communities and urges viewers to themselves change the world by voting.
“You don’t need to be a star to have a voice,” declares the ad’s endline.
The creative also drives viewers online for further vote related utilities which are being provided through a partnership between Nike and the non-profit ‘When We All Vote’ organisation which provides further information and resources to disaffected voters ahead of the 3 November poll.
Comment:
Nike has also partnered non-profit organisations Time to Vote, Rock the Vote and When We All Vote to improve voter resources, utilities and to increase registration.
It also follows in the footsteps of the brand’s 55th anniversary of the ‘Voting Rights Act’ over the summer in partnership with non-partisan organisation Time to Vote.
Indeed, in the aftermath of the killing of George Floyd in May, Nike launched an ad urging the US public “Don’t Do It: Don’t pretend there’s not a problem in America.”
Nike is just one of several US sportswear brands like Reebok and Under Armour running comprehensive ‘vote’ campaigns.
Unlike these brands, Activative isn’t even pretending to be independent in our own appeal: kick the monster out or face another four years of US moral bankruptcy.
Links:
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
Wieden & Kennedy Portland
https://www.wk.com/about/office/portland/
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