3 Lessons From Nike “Find Your Greatness Jogger” Ad

This is one of the most famous commercials ever produced by Nike.

It’s punchy, it’s powerful.

This ad is part of a campaign about greatness and how greatness is accessible, universal

The message in itself is not super original but the delivery in this ad is amazing.

I will show you why this commercial is so powerful and what we can learn from it as marketers.

Lesson #1: Use unexpected imagery

The imagery in this ad is very far from the usual athletic imagery you find in sports goods commercials.

The ad shows a chubby young boy running painfully on what seems to be a country road.

So we’re not watching an athlete perform but a boy.

And we are far away from any athletic environment.

He is not running in a stadium but on a road.

And he is not breaking some world record, he is just jogging (barely).