“show them what crazy can do.” – Nike
I just want to talk about a campaign that inspired me. Nike is known for some great advertisements that help with their overall sales, however they have had campaigns that are striving for a social impact too. The new “dream crazy” campaign, where they have Serena Williams, narrating the ad and various female athletes and female sporting teams showing many different emotions; upset, angry, disappointment, passionate, excited, astounded and happy. Accompanied with clips of excellence; the first female marathon runner, female gymnast competing and doing an amazing trick, female athlete winning a swimming race, the American women’s soccer team, numerous female tennis players and more. Then it focuses on Serena Williams, and her accomplishments as a tennis player, then her becoming a mother, but still wanting more as an athlete.
As women once we show emotion of any kind, it is a social construct that we become irrational and illogical. Our emotions take over and we become crazy.
Nike plays on this notion, manipulating it in such a way where it is indeed a notion of empowerment. For example, the narrator [Serena Williams] saying statements such as;
- “A woman running a marathon was crazy”
- “A woman boxing was crazy”
- “A woman dunking.. crazy”
- “Coaching an NBA team.. crazy”
- “A woman competing in a hijab… crazy”
Serena then mentions that “winning 23 grand slams, having a baby and then coming back for more.. crazy.” its all crazy.
The use of the word “crazy” is now changed and become and expression that incapsulates greatness and achievement. All the things that women have achieved, and the continual search for equality. Changing the way we think women are capable of.
The advertisement ends with Serena saying “show them what can do.” Followed by a black title screen that says “its only crazy until you do it… just do it.”
I completely understand this is an advertisement, and maybe it is a ploy from Nike to engage a wider audience and access more of the female market, which overall will achieve greater profit and increase sales. Which is the end game.. right?
However there was just something else about this ad that made it more then just to platform to promote nike and the brand. It is a campaign that has a superior purpose to empower and inspire women to continue achieving and competing.
Now the next step is to turn that inspiration into action, and get girls daring to dream big and “dream crazier”. Women in sport is gaining more and more momentum… and that is exciting.
If someone calls you crazy, embrace it.
KEEP IT TOOGOOD 