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Reference to popular movement basically bakes in their support (blm)

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Also there is juxtaposition between individuals and sports teams. Nike is inclusive in a sense that Nike is there for children, aspiring athletes, huge sport teams, practically anyone. The ad shifts between little kids or individuals to well known athletic teams. Gives individuals a sense that we all are/could be apart of the “Nike team”

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Nike tells people that despite not Able to play sports or see people outside of their family, sports will be back

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Commonplaces- the voice in behind the music addresses commonplaces that a wide audience of athletes, members of society and sports fans can relate to.

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The ad gives off a bold tone of unity, one that invokes emotion within its audience, inspiring them to be strong and persevere.

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Pathos: This ad makes you feel confident and accepted by showing you are not alone and can overcome the current difficulty

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This ad makes people feel emotional because Nike is bring up real-world issues that would normally be overlooked/unaddressed in an ad. Without this, the ad wouldn't be as effective and the message would not reach as broad of an audience as it does.

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Kairos: Quarantine, gives a sense of family and belonging in this time of division and separation

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Athletes are juxtaposed with regular people playing the same sports, and the way it flows so well contributes to the sense of unity. It emphasizes anybody can be part of it, no matter the skill level.

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Timing is right, makes people feel hopeful and together.

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I believe that Nike also does things right by mentioning real world issues like COVID. Oftentimes, ads can try and paint an overly positive picture to try and get your mind off of the real world, but I believe that is important to acknowledge reality and understand what we can do to persevere through the difficulties or make change.

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The comparion of non-professional people like kids playing a sport to professional athletes is inclusive and shows that Nike is there to support everyone, not just endorsing pro athletes.

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Nike empathizes with people that had their seasons cut short because of covid. This ad makes those people feel more connected to Nike and will persuade them to purchase their products.

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This creates a sense that we are a “team” and we need to work together as one. Teamwork stretches beyond specific sport teams

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There tends to be a lot of gender juxtaposition. Women will be juxtaposed against men in the same (or similar sports). They also do this for various races. This creates a sense of unity between all different people

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Juxtaposition: shot-put thrower switches to ballerina twirling. Two very different sports, the combination makes it seem graceful

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I know a lot of people stop supporting certain brands if their values do not line up with that of the brand. Nike's platform will attract an audience of people that support inclusivity, social change, etc.

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The use of activism creates a feeling of inclusivity. The ad utilizes some the biggest issues in the world, including COVID-19, LGBTQ+ persecution in certain religions, etc., emphasizing the idea that sports are a common ground in which these problems can be solved.

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So many different platforms presented in this commercial... makes Nike seem reliable because they understand there are more important issues right now in our society than just athletics (ex. LGBTQ + community, religion, Black Lives Matter movement etc.)

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Katie: Juxtaposition: Split screen between Lebron James (black basketball player) and Megan Raponie (female U.S. soccer player who has a female partner)

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Ad tells a story. It starts with a building and upbeat tension. This then stumbles into a lull where things seem uncertain, before it explodes in a final triumph.

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You could also argue there is an emphasis on the importance of collaboration and teamwork. At the beginning, two leaders of sports teams are shown motivating their teams, the ad expresses the value of “working as one” and “coming together”. It pedals the message forward that we are stronger all together than alone.

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Desire- seen in multiple different ways (ex. Specific player, sports team, sport etc.)

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Fighting for social justice- they say something like "we'll change a sport if it's unfair." Many of clips of LGBTQ+ members, people with disabilities, and muslim women playing sports show how Nike values inclusivity

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The use of the COVID-19 Pandemic reaches a much wider audience; everybody can relate to it, invoking pathos and creating a sense of unity for the audience

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A good example of using the split screen is the women with a burkha riding a skateboard with the rainbow torch. This connects a religion that generally persecuted LGBT people and the new movement. Religious conservative juxtaposed against sexual freedom

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The way the ad splits between athletes to create a unified motion contributes to a feeling of unity within sports

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Enthymeme: Because of COVID-19 cancelled all sport seasons temporarily, this ad presents that we should not give up on finding a way to play sports in a safe way

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Variety of athletes helps appeal to how the unity necessary to get through these hard times start from the youngest athletes in little leagues to professional, adult athletes

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Ethos: Many famous athletes who are instantly recognizable are involved

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In my opinion the audience is anyone who loves sports, whether they are athletes or not. Nike is for people who love sports

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Katie: The ad uplifts the audience’s mood by using inspirational sayings such as “You can’t stop us” and “We will always come back stronger”

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Pathos: plays on the fear of Covid and desire to triumph over the virus.

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Ethos: Nike showed that they stand in solidarity with many different communities. People will be more willing to purchase from them now, knowing that they stand for good morals.

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The athletes ranged from pro athletes to people just casually doing a sport, shows that all sports are important

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For me, this ad’s argument was completely founded on pathos. Also, the music fits the mood you’re supposed to feel at every point in the ad(bleaker, lower volume music at low points, upbeat and lively at the high points).

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Volume control- contributes to the tone also. In the beginning the music was growing and had an inspirational tone. Then the beat dropped and created more sorrow tone about COVID-19. Lastly, the music grew again and highlighted unity.

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Audience: seems to appeal to younger people with a more liberal mindset. Seems to be appealing to all fans of sports

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^ I agree and also think it shows how sports are unifying

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The blending of the sports clips shows how all sports are similar at their core

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The cast was incredibly diverse; appeals to all races/genders

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Emily- sports are not just a form of entertainment. They are a vehicle for social justice, unification, and change.

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Tone: triumphic music gives a feeling of success and accomplishment