I think that Nike have chosen a great time to introduce this advert because the advert is about the opening game of a past world cup. The advert was put on television just before the world cup had started and in-between matches. Another reason why I think this advert is special is because it is a great example of how adverts could be interesting and fun to watch, and if something is fun to watch people will watch it more and more times and the product (or company) will get more and more well known by people all over the world. The best section in this advert it would probably be nearer to the end, when Ronaldinho gets the ball and runs the ball down the wing taking the ball past Portuguese football players, I like this bit because you get to see Ronaldinho showing off his tricks. In that same section the referee takes out Ronaldinho. I think this bit is effective because it is funny and ironic to see a referee taking out a player when he’s the person who’s supposed to stop fouling in the game and punish the team/player who commits the foul. There are not very many words in the Nike OLE! advert but it still works very well with some words not understood, as the colour, action and music keep your attention and interest throughout. Probably the most important part in this advert is when Ronaldinho gets the ball and flies down the wing taking the ball past football players, showing off his speed and skill. This is effective because it is good promotion for Nike using a very famous and skilled player performing these skills while wearing their product. Also I think the opening part of the advert is an important part because it shows how the story line began. It starts with one of the Portuguese players asking for the ball off the referee and kicking it through the legs of one the Brazilian players. Then one of the other players tackles him and the promotional advert begins.
The music plays a big part in this advert because it creates a good effective background sound that keeps your attention throughout the advert. The pace and tempo of the music increases and decreases with the actions of the players. When the pace of the players increase so does the music, alternatively when the pace of the players slow down the music slows down. Also when the players stop the music stops. This is effective because it keeps you focused on the action and makes you more aware of what’s happening. The words used in the song also correspond to some of the actions of the players. For instance when the song uses the words “he goes left, she goes right”, “he goes fast, she goes slow”, are replicated in the actions of the players. Also the players and the singer of the song use the word ‘OLE! This word is edited to occur in the song when a player is doing a trick. This example of non-diegetic sound is effective because it keeps your attention on the advert. This means that the music is playing in the background and the people in the advert cannot hear it. This works well because the Latin American music gives rhythm to the advert.
The camera shots in this advert are used to show the Nike products but also fit into the story line. For example, when a player takes the ball past someone the camera zooms in for a close up of the Nike shirts as the players say OLE! to emphasise their skill over their opponents. Also there is numerous close ups of the Nike Ticks and obvious Nike products. In this advert there is also a variety of long shots and mid shots. This advert mostly uses long shots to show how the audience are reacting to some of the action of the advert. For instance when Ronaldinho is showing off his tricks there is a long shot to show the audiences react with shouts and cheers which add to the atmosphere. Also there is a variety of colours which consist of mostly reds and yellows in this advert. These are mostly light and bright which makes this advert appear lively and energetic.
I think that the Nike OLE! advert is a very effective and well designed advert, which is entertaining, funny, and great to watch. It also has a catchphrase that people can use when they are playing football. So it is appealing to all football fans and those who like to wear sportswear.
James Mankel 10B
