May 11, 2005Just did it - your take |
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Today, I give you two exhibits: (click on each one to view)
Exhibit A: My creation (unofficial; “aired” on jaffe Juice a couple of hours after Tiger sunk his improbable chip)
Exhibit B: Nike’s creation (official; aired almost 3 weeks after the fact on cable)
So which do you prefer and what are your thoughts on the subject?
Click here to take the survey and voice your opinion. I will publish the results a week from today.
Also, if you’d like to see the original post on my blog and the 100+ heated responses, click here
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Comments
From my survey comments (voted that I liked both and that three weeks is indeed rocket-sled speed in the adworld):
What I didn't like about the official spot was how it chopped up the action. I suspect there's a longer cut that doen't feel so rushed.
But, as good as your original idea was, the finished product shows the important difference between an initial flash of inspiration, and where you can take a strong idea if you spend a little more time with it. The snark about the non-centered logo is not only funny and likely to be repeated in the retelling, but it also transfers the center of attention from Tiger to Nike. Smart stuff.
Posted by: Tim
Yet another display of Nike/Weiden/Kennedy's brilliance. Let ESPN replays and blogosphere video clips extend the life of the moment for three weeks. Just as interest dies down, recast the moment in a witty, subtle fashion that shifts the focus from Tiger (the endorser) to the swoosh. I agree with the commentor Tim, as well. The non-centered logo remark could launch a wide array of display executions (at Nike stores, for example) and visual puns.
Posted by: Rex Hammock
I liked the Jaffe spot better. I'm an Ad guy and I know a lot of people in the "biz" are probably freaking out about it but Jaffe's spot is better and I'll tell you why. 1) Timing is everything. Jaffe's ad celebrated Tiger's triumph while everyone else was celebrating it too. Nike's version came three weeks later, when it seems the only sports stories were the NBA Playoffs and the Yankees struggles. 2) Nike's ad is not very Nike at all. As us advertising creatives like to say, Nike's ad was "trying to hard." The copy lines set up (supposedly) some big payoff along the way, they kept interrupting the moment. And then, the big payoff was to bring the focus to the brand and not celebrate the achievement? On top of that, they made a sophomoric logo joke (been done plenty of times before), that skews a bit inside, and really misses the mark.
By not being about the moment the ad was not very Nike. The Nike brand celebrates achievements. Whether that achievement is going for a jog, or winner the Masters. Nike is always about doing. This Nike version was about Nike.
Consumer created marketing is just the beginning. Consumer dictated content in real time is breaking soon as well. It's not an all or nothing game. There are great examples of consumer created marketing, like the Jaffe ad that are great and need to be embraced. And it's upon the brands and agencies to embrace it and lead the charge. And there are/will be horrible examples of consumer created marketing which will be filtered out. And I bet about 99% will fall into this category.
But that 1% need not be ignored because of the other 99%. Quite the opposite. It needs to be embraced and celebrated.
Good job Jaffe. Gook luck and keep it up.
Posted by: michael
I agree with the first two posters - I liked the Nike version better. As for the second poster, if you want to look into the future of consumer created marketing/content, have a look at the video game industry - the biggest take-away being that as the dialogue between consumer and brand moves more to a one-on-one conversation, the role of the agency changes radically (does it even have a role?)
Posted by: Paul
