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The product that we have chosen to advertise is ‘Nike’ football boots. This is because it is a well established product that we are both interested in and therefore could create three strong adverts. The title and slogan of our campaign is ‘Be the Best’. This incorporates one of the three emotional appeals of advertising, self idealization as it is what people want to be, the best at everything they participate in. We have decided to advertise three different ranges of Nike football boots, speed, power and heritage. So for speed the slogan is, ‘Be the fastest, Be the Best’. This means that the three different ranges of football boot results in a wider target audience whilst appealing to all of them.
Each boot that we are advertising has its own unique selling point. These include speed, power and heritage. This means that it will certainly appeal to all of our target audience therefore providing a solid start to successful advertising campaign. Our target audience is 16-24, male, amateur and semi-professional footballers. Therefore the adverts will be presented in such a way to attract this very specific target audience whilst maintaining the wide appeal that ‘Nike’ has. Through our researched we discovered that in 1994 Nike was only the seventh brand on the market in Europe. Therefore through the use of advertising in the past decade we can afford now not to have to rely on big celebrities but the brand, slogan and creativity.
The reason for why we choose this target audience is because we both fall into that category and therefore can create something we know a lot about to a target audience we are in. This means that we should have a good idea of what we need to create. The line of appeal relies heavily on the emotional appeal of self idealization, as our target audience is young and competitive heavily in relation.
Storyboarding was an extremely long process which took four or five drafts in order to get it looking good and exactly how we wanted them to look in the flesh. We decided to put the style of football boot into three categories: Heritage, Speed and Power. We did this because we felt it was the best way as well as giving the boot an individual feel, as well as allowing the potential buyers to put themselves into one category or another. As a result this gives us the opportunity to affect a wider audience and consequently this means more sales.
The idea for Heritage came from the opening of Troy. I got the idea to watch troy after researching and finding out that Nike was the goddess of victory in Greek mythology, as a result this lead me to watch Troy, allowing me to associate the product with the Greek mythology, being that it's Heritage.
The idea for power was originally based around Wayne Rooney's goal against Newcastle in 2005. However Due to not being able to use more than four or five shots from professional cameras, this lead me to come up with a similar idea but instead of doing a comparison, it would just be the player with the boots, as a result showing the power of the players.
The third story board is all about speed, the pace of the advert will be fast to highlight the speed aspect of the advert, with fast clips of players dribbling and moving the ball quickly. Another way in which we considered to portray speed was to have a proposition race where there is unlikely outcome but the actor wearing the football boots wins. This is because it would depict speed simply but affectively.


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