With the spread of the epidemic, many advertising brands, especially sports brands, have had to drastically change their business methods under normal conditions.

In the midst of a "crisis", those companies that can quickly respond to the status quo and display the brand's temperature can always be remembered deeply. For the market, the more special the period, the more the brand should step up its efforts, show its customers and stakeholders the care that the brand deserves, and prove to them that this is what the best brands will do.

Many brands in the world have made excellent demonstrations in the epidemic. For example, our protagonist today: NIKE-On April 10th, Beijing time, NIKE launched its latest advertising video on various social media platforms in China. The main campaign slogan is "Where can you stop us".

In recent years, NIKE, which has been filming the main "Plot Direction" commercial, has returned to the 60-second short film format in this commercial. In the presentation of advertising products, NIKE also seems to abandon the high investment and large production methods that it has been good at in the past. There is no deliberate posing, no rendering of light and shadow, but a short selfie video of a large number of professional athletes and sports enthusiasts at home. A mixed cut was made, and the Campaign theme was appropriately placed at the end of the film.

However, the seemingly "simplistic" commercial production method also hides the elaborate three dark line layout behind it. which is:

Timeline: From winter to spring;

Scene line: from indoor sports to outdoor sports;

emotional line: from stagnation to recovery.

The opening of this commercial was filmed from an unmanned stadium in winter. The blue basketball court-the green artificial football field-the red track running field, three sets of empty shots, the color contrast is very vivid.

Afterwards, the picture shifted, and the focus of the lens shifted from the stadium to the residential building.

Immediately afterwards, the sports portraits of the commercials began to appear. The subject of the photo is a mother with a baby who does exercises such as planks at home.

The "sports parent-child file" is the "fitness couple file". The scene where a middle-aged couple set up a badminton court at home is quite eye-catching.

Then, the hardcore fitness crowd appeared in commercials. For example, those who run a marathon in circles at home:

For example, those who practice basketball hard at home have ball training. CBA star Guo Ailun (middle) also appeared as a civilian with "shoes dragging shorts".

Another example is the main player of the Chinese women's national team Wang Shuang, a football star from Wuhan who trains at home.

The display of 　　Yoga "Nine Palaces" fully gives the sports crowd a never-ending sense of life.

As the saying goes, "No winter will pass." At this time, the scene of the film began to change with the timeline of "from spring to winter". When people exercise, they also move from indoors to outdoors.

Attention, the turning point appears at 46 seconds-after the yoga "nine squares", first is a green field. When the empty mirror is still for two seconds, a cyclist suddenly appears in the center of the lens.

Then, a large number of outdoor athletes began to appear.

And the last shot of the advertisement was a child skipping rope in the community in early spring. So far, the commercial has completed the switching of the three dark lines of timeline, scene line and emotional line. The Campaign slogan "Where can I stop us" appeared in the center of the screen and ended.

It is worth mentioning that the BGM theme song of this commercial was also carefully selected. The song used was a cover version of "Here Comes The Sun" by the famous rock band The Beatles.

This golden song is an original song by The Beatles guitarist George Harrison. It was included in the band's eleventh and last official studio album "Abbey Road" released in 1970.

This album is pivotal in the history of rock and roll, you may not have heard it completely. But the cover of this album, I believe you must be quite familiar:

"The sun has come out, the sun has come out, it feels like the sun has not been seen for a long time, and the smiles reappear on people's faces."

The lyrics of 　　 call for the meaning of spring and sunshine, and it also achieves a perfect correspondence with the core of the NIKE commercial.

During the epidemic, NIKE's various themed publicity activities, including the Campaign that previously launched sports stars to forward "Play inside, play for the world", rarely corresponded to specific product sales and publicity, and the main thrust was to promote the anti-epidemic theme. This is really admirable.

In addition, this time with the launch of the "Where Can You Stop Us" Campaign (English: You Can t Stop Us) brand marketing activities, there is also the "The Nike Living Room Cup" initiated by Nike and stars from all walks of life, which is the "NIKE Home Cup."

In the form of "NIKE Home Cup", a star is the first to respond to the challenge and send the challenge video to his own social media, and then other stars will solve the challenge and continue to complete the challenge. The first to respond to the event was Portuguese star Ronaldo. His abdominal training challenge video was first posted on Instagram last weekend and has received an amazing 32.44 million views.

In China, NIKE also conducted a similar activity to the "Home Cup", called "Sports Together", closely linked to its Campaign theme "Where can I stop us" and invited Wang Shuang to promote the event and encourage users to actively upload videos. Interact with the official.

In addition to various social media activities, NIKE has also invested resources in a lot of more substantive anti-epidemic work.

First is "asset donation". Since the outbreak of the epidemic around the world, NIKE has started to update the brand's anti-epidemic dynamics on its official website. So far, NIKE has donated more than 17 million U.S. dollars to relevant health institutions, and has begun to provide first-line epidemic prevention through its factories. Personnel make protective masks.

is followed by "open products". During the epidemic, NIKE also reduced or exempted the NTC Premium service subscription fee in the United States, and provided fitness enthusiasts with free home exercise guidance content. NTC Premium service is mainly based on streaming video content. It has opened up many apps including Nike, Nike Running, Nike Training Club and other homepages or podcast channels on social media. It has a database of more than 185 courses, including weight and weight reduction. Fat, yoga and equipment training, etc., the duration of a single course ranges from 15 minutes to 60 minutes.

In response to the public’s “quarantine” status during the epidemic, Nike has also added a lot of new content about meditation, sports and health science, and daily diet. But now Nike provides free online content, which not only allows the brand to establish a positive image, but also attracts more potential customers. When the crisis subsides, it is believed that a considerable part of the users who came from free content will turn into loyal paying users of the brand.

Under the special environment of global anti-epidemic, Nike's offline business has also been hit hard. In early February, most of the stores in China were closed. Now, with the spread of the epidemic in the United States, Nike has become one of the major retail brands that announced the closure of US stores.

However, the epidemic is a crisis for brands, and it is also an opportunity. Like this meticulously produced 60-second commercial short film, NIKE uses the rhythm and the lens to master it, step by step, and vividly portray people's desire for spring recovery. And those top athletes, although they are also isolated at home and unable to participate in the competition, the stars who stay at home can also create new "connections" with the public through their brands and contribute new forces to the world's anti-epidemic cause.