It wasn’t the Super Bowl, but perhaps you noticed the number of companies taking advantage of the increased television viewership the Olympics provided by airing well-timed Olympic and athletic-themed commercials.
There was one in particular that stood out. Maybe it caught your attention too. It’s sparked quite the controversy. {The hallmark of a great commercial, no? Bonus advertising.}
It’s the Nike “Find Your Greatness” commercial. The one with the young boy jogging down an empty road. At first glance, it’s just your average jogger, plodding down the asphalt on an early morning run. As the commercial continues, his silhouette slowly moves closer and closer and you become more and more aware that this isn’t the typical runner chosen to represent large athletic companies.
It’s a middle-school aged boy. An obese middle-school aged boy.
The soothing voice over tells us that greatness isn’t a genetic gift- it’s something all of us can achieve. It’s a great message.
But why choose an obese pre-teen to demonstrate this message?
For many, the commercial was an exploitation of an overweight kid. For me that wasn’t the issue. Instead, I was bothered by the assumption that overweight kids can’t be great, or can’t be athletes. What message is that sending?
I know that’s not what they meant, I do. But it still pushed my buttons. Shouldn’t we be encouraging everyone to “find their greatness”? Not calling them out for why they might not excel in a given area, say athletics? We shouldn’t assume an overweight kid can’t or doesn’t want to be a distance runner the same way we shouldn’t assume a girl doesn’t want to play football.
I much prefer the less-viewed video in the same “Find Your Greatness” campaign. The one that ties together a number of different London-named places {clever tactic there Nike} and a focus on not a single outlier, but a myriad of individuals that appear to have overcome physical challenges or other obstacles that might otherwise prevent them from being a world-class athletes. It’s similar to the jogging ad in it’s message, but since it’s not calling out a single situation or single kid, it gets it’s intended message across in a much more clear manner.
The message is one I wish everyone would scream loud and clear. Everyone can be great. Everyone. I’m just not sure this was the way to say it.
What do you think about the commercial?
On a completely different note, somebody is 7 months old!
{ 15 comments… read them below or chime in }
My mom and I both thought this commercial was strange also! I understand their point (we can all achieve greatness, no matter our shape or size) but yes, I agree that it could maybe have been handled a little more tastefully
Leah @ Chocolate and Wild Air Just blogged…Book Review: “Unholy Night”
I actually really like the first commercial. If anything, I think it emphasizes *exactly* what you were worried about it not emphasizing. Overweight kids CAN be great. They CAN become athletes. It takes work, and dedication, and determination – all of which the boy in the video was embodying. For that reason, I was a big fan of it.
Agreed. I guess I thought more that it was sad that we ASSUME overweight kids can’t do that stuff.
I agree with faith. I really liked the commercial. I think people are too sensitive on too many topics. Why can’t an obese teen be in a commercial the same as a super skinny awkward teen? They are trying to change the mentality that athletes look a certain way. I like it!
I also agree with Faith. My take on the commercial was that Nike was trying to show that everyone can be great, whether you’re overweight or have the body of an Olympic athlete.
T.
Tenecia Just blogged…Playlist Thursday: Local Flavor
I really liked the commercial with the boy running. My takeaway from the commercial is that they were encouraging everyone – no matter age/shape/current fitness level – to get out there! I know many people that never start exercising because “fat pepole don’t exercise” or “I’m too unhealthy to even think about working out yet”. I think this Nike commercial was sending a message of encouragement to everyone that’s currently letting their weight/current situation hold them back.
Theresa @ActiveEggplant Just blogged…Hold Please
I absolutely agree with you – you have to start somewhere, and I found the commercial energizing and inspirational.
This was actually one of the only commercials/moments during the whole of the Olympics that made me tear up a little! Reminded me of how far I’ve come & made me thankful that I did finally start taking the steps to get myself healthy!
I think both commercials are great. As an overweight person, I felt empowered by the first commercial – it’s never too late to make a fresh start, it’s never too late to get healthy. You can’t ignore the obesity epidemic, and simply showing skinny people just isn’t enough to motivate the overweight to make change.
We’re inundated with images of super-thin people, models who may have never even had to try to be skinny, who are naturally thin, or even do try hard, starving themselves to be what society has deemed as “an ideal size”. These women are on the cover of fitness magazines telling us to eat even healthier and work even harder at the gym. The ultimate hypocritical statement, telling us that thin is the standard; but when you’re a lot of hard work away from that standard, it is incredibly undermining and discouraging to never see anyone “on their way there”. I love the heavier girl in the second commercial, finishing the same race as the trimmer girl. It shows that it’s not your size that matters, it’s your commitment to a healthy life. And everyone has to start somewhere.
If you ask me, we need MORE commercials like this one. We need models who truly don’t starve themselves. We need to see more REAL people.
I got the “everyone can be great” message from the first commercial too. and I really like that the boy was on the Today show talking about how motivated he was by the american response to the commercial to get himself out of the obese category. Apparently just filming it taught him how great running could be and how good he could feel by taking better care of his health, and he had already dropped a good percentage of his weight before the commercial hit the air. Pretty happy ending.
Carolina John Just blogged…All the Good Ones Are Gay
I think they just stole the whole thing from Saucony! Doesn’t “Find your greatness” sound really close to “find your strong”????
Alex (@alexbridgeforth) Just blogged…Eat and Run by @scottjurek [Book Review]
I was looking at the commercial from Carolina’s viewpoint as well. I thought it was showing perseverance, and no matter where you start, it’s where you end up that’s important. I was touched by the determination in the boy’s face. But, then again one of the only times I watch tv is when the Olympics are on. I maybe out of the loop….
Ali Just blogged…Coconut Garlic Bowl
I actually love the first commercial. I didn’t take any negative message away from it, at all!! When I was 13 and obese, I wish I could have turned on the TV and seen a boy/girl my age that I could relate too. Commercials of strong athletes do nothing for me. Show me someone in MY position, finding their own greatness. I love everything about that!!
Emily Just blogged…Trying to “Enjoy the Ride”
I LOVE the second commercial. And I actually really like the first commercial too. I somehow managed to not see it during my obsessive watching of the Olympics. I understand why it pushes your buttons, but I actually think it’s saying the opposite of what you mentioned. I don’t know. For me, I think there a million different body types that watched the Olympics. And people who really don’t want to find their greatness are going to come up with excuses. I think Nike’s actually brilliant to advertise this way because they’re limiting those excuses. You know what I mean?
Woo. Nike support rant over. Haha.
Amanda @ Run Principessa Just blogged…The One Where I Talk About Philly Again
I had the same reaction! That first commercial didn’t do it for me- felt too close to mocking the overweight kid. But I appreciate the message they were trying to send. I think it comes through much more clearly in the second clip. Happy 7 months!
Laura @ Mommy Run Fast Just blogged…Five ways to refresh your running