2. Aims and
objectives
• Nothing beats a Londoner is a multi-
award-winning campaign set up by
Nike it was hit campaign around 2018
• It's aims and objectives to raise of
profile of Nike as a company but also
to create a London-centric campaign
as well 250 venues across London
with 75 athletes to encourage young
people to get active during half term
3. Target audience + key messages
• The audience for this campaign as aim for anyone and everyone
in particular are people who have a key interested in sport and fit in the
younger demographic with both male and females
• Rather focusing on London and There’s no Big Ben or London Eye – not even
a glimpse of the Olympic or Emirates stadiums. filming for the advert took
place in inside local boxing rings and basketball courts as places like Dalston,
Peckham and Brixton
• What makes this campaign special is the campaign focus on the people
rather than the place it's doesn't have stereotypes of London Nike often uses
professional athletes as a source of inspiration, ‘Nothing Beats a Londoner’
uses real kids from the capital. It showcases the variety of sport that takes
place here, and celebrates the grit and determination displayed by those
partaking in it.
4. Approaches and representation
• The adverts campaigns features a wide range of ordinary people but as stars
such as ranging from Olympic medallist Mo Farah and Dina Asher-smith to
grime artist AJ Tracy. It’s so seamless in fact that it doesn’t matter if the famous
faces are not so recognisable to you, as they still blend in with the ad’s narrative
and not in front and centre The main focus was the kids and the Londoner
themself passion for sport and unique London spirit that unites each of the 258
real-life young Londoners who appear in the film.
• The song for the campaign feature was Shut down by Skepta as well in the
ended How Love Begins with DJ fresh including vocals form dizzee rascal
• Representation has been also highlighting with amount of diversity of sport as
well people had been represented it was taking in a positive light as well
capture a younger London person is like in some case . There are in-jokes,
familiar music and locations, heavy London accents, as well street slang
commonly used in London.
5. campaign and
choices of media
• The advert was broadcasted on tv and online with
their YouTube video the video only which also
makes it highly shareable. So far, the ad has
generated 4.6m views on YouTube in the space of
a week.
• Social media played a huge part of the campaign
such as Instagram and Snapchat which younger
people had used to raise its profile as well as ,
they launched the campaign through their social
channels. Each of the athletes was given their
scene as a standalone piece of content, which
they posted on Instagram, linking to the next
competitor to create a massive social media battle
7. ///
• Logistics- The campaign was launched February 2018 in the UK . The video
advert to be broadcasted and shared on social media. Updates were
released on Nikes website as well as social media
• Call to action- they wanted younger people to take up sport over the half term
holidays and wanted to promote the sense of pride and community of local
London (and other areas) about the sport areas that are available also wearing
Nike merch can show you apart from that community
• Role of ASA(based on interpretation) - the role of the asa is makes ads in the
UK stick to the rules making sure they not harmful or lining people
would complain about the advert to the ASA and would contact Nike about the
issue. They would likely take down the advert and as such Nike would not be
able to use that campaign anymore such as using LNDR term, for Nike making
sure that people are not offended with the advert in within its clothing as well
as not make the clothing does seems to make some one better because of that
clothing
8. Call to action and legal issues
• Elsewhere, the ad has unsurprisingly drawn criticism from
people outside of London, with many taking against its claim
that ‘nothing beats a Londoner’. What about Manchester,
Bristol, or Glasgow people would feel left out from being
called a Londoner in small towns and villages across the UK
might feel left out of the conversation and unable to relate
• While it get points of diversity many of whom commended
the celebration of black joy, many people think that Asian
committee in particular south Asian people were left out with
the advert despite this group being a huge part of London’s
population (and one with a thriving involvement in sport,
specifically cricket) many think that one group should be
represented over the other
• Another issue face with this campaign was its legal issues with
the word LDNR it have come from a number of companies
including eyewear firm Foresight & Vision who have LDNR
trademarked as one of their sunglasses brands as such
Nike couldn't use LDNR anymore or anything similar and had
to end the campaign
Let's play spot the difference
