Static, lone “athletes” dressed in garish chequered clothing, tapping a small ball around a big field – when it comes to sports, golf is definitely on the least sexy list.... (http://top5ofanything.com/index.php?h=3c1ef583).
Nike is a brand synonymous with power, success and hot bodied athletes. Most of their ads feature sexy, powerful, professional athletes such as Maria Sharapova in tight clad Lycra, taking part in some fast-paced, dynamic sport. Although it would perhaps be amusing to see Nike attempt to make similar ads with golf, it may just have been a bit too far-fetched to be successful. Instead, Nike chose to utilise creativity and revolutionised the sport into a window-smashing, drink-splashing game of one-upmanship between two of the sport’s top dogs.
Celebrity endorsement runs on the principle that we tend to trust the judgement of successful others and want to conduct ourselves in similar ways or have products to which they are associated. One study found that celebrity endorsement on adverts for political parties, significantly increased voting for that party if political salience was low (Veer et al., 2010).
The ad starts with standard competition between the two well-known players trying to hit more accurate shots when swiftly, the aim of the game becomes hitting the ball into the cups and bowls of unsuspecting persons in the far distance. Adverts utilising contrast between everyday life and unexpected events have been shown to be humorous (Alden et al., 2003), increasing the likeability and memory for the advert, in line with the extreme situation template (Goldenberg et al., 1999).
The jazzy soundtrack fits the laid back nature of golf, (compared to the use of modern club music often used in sports ads), builds with the action in the advert and also has some comic, cheeky feel to it which fits the humorous nature of the ad. Research shows music in adverts can affect the impression of the brand (Zander, 2006), therefore the use of upbeat, catchy music in this ad should have a positive effect on the memory and likeability of Nike as a brand.
Goldenberg, J., Mazursky, D. & Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science, 18:3, 333-351
Veer, E., Becirovic, I., & Martin, B. A. S. (2010). If Kate voted conservative, would you? The role of celebrity endorsements in political party advertising. European Journal of Marketing, 44(3-4), 436-450.
Zander, M. F. (2006). Musical influences in advertising: How music modifies first impressions of product endorsers and brands. Psychology of Music, 34(4), 465-480.