AdAge recently announced its 25 ads of the year, with Nike’s Sunshine coming in at number one. Similar to recent Nike ads, it demonstrates how runners persevere through the many challenges they encounter when getting in their daily activities. Scored by a cover of the 1940 song “You Are My Sunshine,” the ad quickly switches from one scene of inclement weather to another.
| Action | Attention Potential | Recommendation | |||
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57 |
The ad would benefit from some improvements to increase its effectiveness. Specific scenes have been identified for their low attention potential or other specific problems. Focusing on rectifying these issues could enhance the overall performance of the ad. |
In the first scene, the runners are in the background and hard to decipher, leading to low attention potential. While the elements are a key component of the ad, the initial shot would perform better if there was a close-up of the runner to quickly draw attention and increase engagement.
| Scene 1 | Attention Potential | Recommendation | |||
| 33 | This scene is crucial as it is positioned early and sets the tone. Consider starting with a close-up of a character (human) to quickly draw attention and increase engagement. |
It's the third scene that performs best, where the camera is focused on a woman’s face as she wipes away rain from her face and continues to run. It is the perfect marriage of making a human connection with the audience while incorporating the environment to demonstrate the challenges she is facing.
| Scene 3 | Attention Potential | Recommendation | |||
| 86 | This scene is effective and works well within the ad's narrative. Keep this scene as is. |
To improve the attention potential of this ad, Nike should test versions with more close ups of the runners and test versions where the music is not present throughout the entire ad.
What Marketers Should Do: