Steal These Copywriting Tricks From Nike's Best Commercials
How Nike Ads make you a better copywriter
As a copywriter, I always seek inspiration to improve my craft.
Copywriting is not about writing cleverly.
Copywriting is all about tugging the right strings.
Make sure that your words strike gold.
Tugs the right chord.
One of the best places I've found it is in Nike's commercials and ads.
Nike is the master of motivational copywriting, using words and images to inspire action and evoke emotion. Their ads make you want to jump off the couch and do it. If we can steal a few of their tricks, we'll be well on our way to writing copy that converts.
So, yes, this article is more like a case study. An analysis of what I’ve learned watching Nike’s ads over the years.
In this article, I will break down two of Nike's most successful commercials from the last few years. I'll show you the psychological tricks they used to pull you in and get your blood pumping. And then, I'll give you tips for using the same techniques in your own copywriting to create that feeling of motivation and inspiration in your readers.
Get ready to take some notes - class is in session!
Just kidding 😉. Let’s get started!
Nike's "Just Do It" Campaign Sets the Tone
Oh..! Yeah, we’re going to begin our analysis with Nike’s famous ‘Just Do It.’
The cornerstone of Nike’s marketing. Ask a grown-up about what’s ‘Just Do It’, and pat will come the reply.
Nike.
Nike's "Just Do It" campaign is a marketing genius. Those three simple words perfectly capture Nike's spirit and inspire us to push ourselves further.
When I first saw these commercials as a kid, I was in awe of the raw determination and perseverance, the ad threw at us. They made me want to run out there until I couldn't run anymore. The messages were motivational.
I don’t know if the ads inspired me. But they sure wanted me to fight.
If you closely watch Nike’s ads, you might understand that Nike’s ads are mainly about having the drive and the will to improve yourself every day.
A subtle emphasis on their core mantra: Authentic Athletic Perfomance.
Don’t see how?
Nike's "Just Do It" slogan perfectly aligns with the brand mantra of "Authentic Athletic Performance."
It's not just about sports; it's about pushing boundaries, embracing challenges, and striving for excellence daily. The mantra emphasizes authenticity in your athletic journey, and "Just Do It" is the motivating push to make it happen. Together, they inspire us to be our best in our field.
The Emotional Storytelling
Nike's ads are mini-stories that tug at our heartstrings. For example, let us look at some of their famous campaigns:
1. “Find Your Greatness" Campaign: This campaign featured everyday people pursuing their athletic dreams and pushing their limits.
2. "Just Do It" Campaign: Various commercials showcase athletes overcoming challenges and obstacles under this iconic slogan.
3. "Dream Crazy" with Colin Kaepernick: This ad featured the former NFL quarterback and sparked a conversation on social justice and activism.
4. "The Last Game" Animated Film: Nike's animated short film featured football (soccer) stars and encouraged players to take risks and be creative.
5. "Rise and Shine" with Kobe Bryant: This commercial showed Kobe's dedication and commitment to his sport.
The moral is always the same: we are capable of much more than we realize.
When we push past our self-doubts and perceived limitations, there are no finish lines we can't cross. Nike repeatedly proves that by sharing these profoundly human stories of perseverance against all odds.
Dream Crazier: Powerful Storytelling That Connects Emotionally
Nike's commercials are masterclasses in storytelling.
As a copywriter, I study their ads for inspiration and tips I can steal.
One of my favourites is their "Dream Crazier" ad featuring Serena Williams.
The ad opens with doubters saying "woman athlete" is an oxymoron and girls can't compete with boys.
Serena's story of overcoming immense obstacles and doubting to become the most outstanding athlete ever is profoundly moving and motivating. By framing her journey as a story of persevering against all odds to chase your dream, Nike emotionally connects viewers and inspires them to push past self-doubt and go after their crazy dreams.
The ad is a shining example of using storytelling to make an emotional impact.
Of course, this ad created quite a stir, with people claiming the ads glorify ‘self-objectification.’
But that’s for another day!
As copywriters, we should aim to discover and share the story behind our product, service, or brand. This ad is quite a bundle in that regard. For instance, with respect to Serena, the ad focuses on three important aspects.
What challenges did she overcome?
How did she tackle those challenges?
What was the meaningful/tangible outcome she gained?
Now, as a copywriter, how can you use this ad to showcase your abilities?
By answering the following questions in your copy:
What challenges did you/your client overcome?
How does your offering help your clients achieve their dreams or
How can you solve your clients’ problems meaningfully?
Telling a heartfelt story is more effective than a basic product description.
Powerful storytelling,
Emotional resonance,
Evocative language.
These are just a few copywriting tricks I've learned from studying Nike's wildly successful commercials.
And they're lessons any copywriter can apply to connect with audiences and craft copy that inspires action.
Using Aspirational Messaging to Motivate
Nike’s commercials are highly effective at using aspirational messaging to motivate us. Their ads inspire me to push myself to achieve more as a copywriter.
Here are a few tricks I’ve picked up from their impactful commercials:
Tap Into Emotion
Nike ads evoke emotion through dramatic storytelling and visuals. They make me feel inspired and empowered.
As copywriters, we need to spark emotion too.
Share stories of struggle and triumph.
Use vivid language and imagery to help the reader experience the benefits and outcomes.
Emotion is what moves people to action.
Issue a Challenge
Many Nike ads issue bold challenges like “Just Do It” or “There is no finish line.” They dare us to get out of our comfort zone and push our limits.
In your copy, issue a challenge to your readers. Challenge them to achieve a goal or outcome that seems just out of reach.
This taps into their aspirations and competitiveness. But be sure also to show them how your product or service will help them rise to meet that challenge.
Highlight the Journey
Nike commercials highlight the journey, struggles, and all. They know achievement rewards feel more meaningful when you’ve worked for them.
In your copy, highlight your customers' journey to achieve their goals and desired outcomes. Share the challenges and obstacles, then show how your product or service helps them push through to success. The journey, not just the destination, is what creates lasting inspiration.
By tapping into emotion, issuing a bold challenge, and highlighting the journey, you can craft copy that motivates and inspires your readers to achieve their aspirations. Study the masters at Nike, then put these tricks to work in your persuasive copywriting.
Simple Yet Impactful Copywriting
When it comes to copywriting, simplicity and impact are key.
But how can bundle all these 3 in 1? Just follow the below tips:
Repeat a mantra
Nike is the king of catchy taglines and slogans. “Just Do It” is iconic for a reason—memorable, simple, and motivational.
Come up with a short phrase that captures the essence of your brand or product and drive it into your readers’ minds through repetition in your copy, images, and branding.
Make it into something people can rally behind.
Use powerful and concise language
Nike’s copy is full of impactful words like “achieve,” “aspire,” “determined,” and “triumph.” Strong, emotive language sticks with you.
Keep your copy concise by avoiding unnecessary fluff and passive voice. Every word should count.
Speak directly to your audience and issue a call to action.
Highlight accomplishments
Nike frequently features accomplished athletes and everyday people who achieved their fitness goals.
They inspire you by showing what others have already done. Share success stories and case studies in your copywriting.
Discuss how your product or service enabled others to accomplish something meaningful.
People want proof that your offering actually works before investing their time or money.
Simple yet emotive copy, catchy taglines, concise and powerful language, highlighting accomplishments—these tricks from the Nike playbook are ideal for any copywriter to emulate. Just do it!
Creativity That Stands Out From the Crowd
Nike's advertising is legendary for a reason. Their commercials inspire us as copywriters to think outside the box and push the limits of creativity.
Here are a few tricks I've picked up from their memorable ads:
Give People an Experience
Nike commercials make you feel something. They transport you into the mindset of world-class athletes and make you experience the raw emotions of competition and the journey to be the best.
As copywriters, we need to give people an experience with our words, not just inform them.
Put the reader in the scene and help them feel what using your product or service is like.
Have a Memorable Tagline
A great tagline sums up your brand promise and message in a few memorable words. Consider a few options and test them out to see which resonates most with your audience.
Use Compelling Visuals
As copywriters, we can paint vivid pictures with words to create visuals in the reader's mind. Use descriptive language and metaphors to bring your copy to life. Help the reader visualize what it looks and feels like to experience your product.
Share Inspiring Stories
The best Nike commercials share authentic stories of athletes who overcame adversity through perseverance and determination.
As copywriters, we need to tap into the power of storytelling. Share inspiring stories of real customers who achieved amazing things with the help of your product or service.
Stories create an emotional connection and resonate more deeply than generic benefits and features.
By stealing these tricks from Nike's playbook, we can create copy that stands out, inspires action, and motivates people to achieve more. Bring creativity, emotion, visual language, and the power of stories into your copywriting, and you'll connect with your audience on a deeper level.
Conclusion
So that's my analysis of what copywriters can learn from some of Nike's most memorable commercials.
Their ads are powerful, emotive, and highly persuasive - and we'd all do well to steal a few of their tricks.
The next time you sit down to write some copy, think about the emotions you want to evoke and the story you want to tell.
Speak directly to your readers and make them feel like heroes on an epic journey.
Use vivid language that helps them visualize what success looks and feels like. And most of all, sell the benefits and the transformation, not just the features. If we can apply even a fraction of Nike's mastery, we'll be well on our way to crafting copy that inspires action and gets results.
It is now time to JUST DO IT!
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