Commercial videos come from creativity. Creativity is an intangible form: when you think about something that no one has thought of while taking a dump or riding a scooter. That is pure orgasmic for creative personnel! That light bulb of idea flashes and you instantly write down your thoughts. The next day you describe it to your client in shining armor, indulging yourself in clients and colleagues’ applause and admiration (imagining successful proposal in my mind…)
So to talk about the ‘logic’ or ‘meaning’ behind creativity is a contradiction in itself. Can something that flashes into your mind be deduced in logic? Contradiction! Many creative personnel disagrees with the idea that creativity can be analyzed, concluded and discussed, however, in the past few years many major advertising agencies have come up with their own ways to illustrate, brainstorm and craft creativity. I’ve not only learned those methods in school, but went to master classes to learn the secrets from those Ad creative personnel, in an attempt to find out the ‘shortcut’ to the commercial success.
Therefore I believe that there must be logic behind creativity. Something you could deduce into a good creativity. A major creative outlook should incorporated and assimilate logic which means there is rationale behind it but it is hard to be deduced. Nevertheless, such grand creative outlook can move the audience (and make your client pay)!
The commercial trend of sports brands, in addition to introducing the functions of the product, also leans towards a grand creative outlook. The commercial sells an ideal, a future, the will to fight through the most pervasive local sport. What the commercial conveys in the film tends to be something ‘deep’, ‘intangible’ and ‘abstract’, something that is hard to quantify and analyze but something that looks totally kick-ass.
This new Nike commercial has a purpose which is to promote the new jersey worn by Brazilian soccer team. Nike and its advertising agency, Saatchi&Saatchi want the team to do one thing: compete with itself.
Compare this new Nike commercial with thousands of other previous Nike commercials, you could see that the more abstract and vague the film seems, the better it gets!
Nike – Defeat Your Own Shadow
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About Author
Bruce
Bruce participated in various domestic and international commercial production, film launch and theater marketing; worked in creative script team of Beijing Branch, Densu Group (Japan); worked as a director for Gamania. He currently served as section manager in product development department in GJP.
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