Take It To The Next Level

Nike is trying to prove that they can help you take your soccer performance to the next level and reach your potential.  Nike is appealing to a Jr. High or High School male, someone who is in the early years of their soccer career. The fact that they are advertising in the English Premiere League (EPL) and World Cup final game suggests the target viewer is male because women don't play in these leagues. The goal of Nike is to make these young men believe their product is what can take their game to the next level. Nike does this by first hooking you with curiosity about the "mystery player." We join the player  in a game winning situation the same as the target viewer has been no doubt, which allows the viewer to connect with the "mystery player". Through out the commercial you are also able to think of yourself as the mystery player because his face is never revealed. This leaves you thinking maybe you could be that player one day. Nike also appeals to logos through the following argument, " you want to play EPL soccer, you have the potential, you have the drive, now you need the product." The product is proven to be effective in this commercial by showing the young player go from his club team to bumping into and playing all the famous soccer players of the EPL. "These players are worshipped around the world and you could be too if you would just take your game to the next level with Nike," resounds in the viewer's mind. The status of the "mystery player" is continually demonstrated through the players he is in contact with as well which builds his credibility with the viewer. The quality and quantity of star players are sufficient to persuade the view that Nike truly does take players to the next level. The argument is typical in the way that it shows flashy players with flashy moves but is unique in allowing the viewer to put themself in the shoes of the "mystery player". The commercial is also accurate because those famous players do indeed use their product on the field in real life. The argument is relevant to both the goal and the audience because it shows Nike can help you reach your desired level of soccer while succeeding to get the attention of a young male audience. The Linch Pin is the participation of all the EPL players because other wise it is just actors pretending to be soccer stars which is far less effective in convincing their target audience of their credibility.