They always say, "if you can't beat 'em, join 'em." Right? Well, what if you can beat them? Nike suggests leaving them in your dust. I stumbled upon this commercial advertisement from Nike and was honestly moved by it. It really hit home for me because I have had a longtime friend that has a disability and have witnessed first hand all of the abuse and torment that is a part of my friend's everyday life. More importantly and even more discouraging, I have had the painful exeriences of seeing what happens to him emotionally behind the scenes as a result. Let me tell you, if you don't already know the feeling, I hope that you never do.
This commercial is described by one word in my mind: Nike. It is the epitome of what Nike stands for and tries to inspire within each and every one of its consumers. What do words like pride, triumph, dedication, silencing the critics, the pursuit of perfection, and relentlessness all have in common? They are what Nike strives to possess and inspire. A typical Nike commercial in the past had used a star athlete in a popular American sport. While this commercial shines a spotlight on Oscar Pistorius, a South American "blade runner" who has broken his own world records in track and field over 30 times, it has a different feel and message than most other Nike spots. Oscar may be in top physical shape and condition, he has a serious and restrictive disability: he has lost both of his legs. I have viewed this video numerous times and have been thinking about the conversations and objectives that may have inspired its origin.
Nike's possible decription of their target for this ad may go a little something like this: A young, determined athlete that has ever doubted themselves. They sit on the sideline just hoping they could be like the ones that get the playing time.They often tell themselves, "I'll do it tomorrow," or, "it can wait." Those who believe that they don't deserve the spotlight or that it is unattainable. A young, aspiring athlete who hears others over themselves.
What is the main idea that Nike is trying to drive home with this ad? Everyone can achieve greatness. Everyone can experience triumph and victory. Everyone can jump the hurdles in their path to the finish line. Everyone has the desire and dedication within them, but need to find their reason to bring it out. Everyone needs to be a "bad listener" in order to only hear the beating of their heart, the fire in their souls, and the dreams in their minds. If it was easy, everyone would do it...JUST DO IT.
While I am a firm believer that anyone can do anything that they set their mind to, we all have to admit and be realistic in saying that not all kids or young adults, Nike's main targets, have the same opportunities to do something great in their lives. That power lies within the individual. Nike is saying in this ad, to put it bluntly, screw the people that bring you down and tell you "no." Screw the people that use the word "can't" in their vocabulary. Screw the people that write you off because you "aren't like the rest." Speaking to young kids and young adults that may have to overcome obstacles in their lives, Nike is telling you to make your own success, silence those who doubt you, push yourself and ultimately, JUST DO IT. Only you can determine what you can or cannot do. That's it. Nike nailed this. Exterior powers have no effect on the strength of what is within you. Only YOU can set your alarm before the sun tells you to get up. Only YOU can feel the rewards of your aches, pains, and sweat. Nike tells its consumer that only they have the control and power of their minds, bodies, and futures.
Now this is something to listen to. Just do it.
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