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!
You can’t go anywhere without an Olympic-something-or-other in your face these days, but it’s hard not to get caught up in all the excitement. I’ve always loved watching the Olympics, but this year I’ve been watching with a different perspective in mind: my son.
I know, it’s cheesy and sappy and cliché, but I can’t help it. Let’s blame hormones or lack of sleep. {It’s neither of those; it’s just being a mom.}
This year the Olympic events are more than just sporting matches and athletic competitions. They are more than strong, amazing athletes. They’re incredible potential role models for my son. Ok, so maybe not this year’s competitors specifically, but maybe the next time the summer Olympics roll around they will be.
Every time I turn the TV on I’m blown away by the strength and dedication these athletes are demonstrating. Not only are they athletically talented; they portray the outcome of hard work and determination. I think of all the sleepovers and birthday parties they must’ve missed as kids to train or travel to a competition or game. All the early morning wake up calls and the hours spent focusing on improving a single element of their sport: perfecting a kick or a tumbling sequence or their diet.
I’m glad this is what’s on TV right now. I wish there was also something so positive taking over prime time and early Saturday morning shows. To have my son inundated with such feats of power, resilience, and perseverance. Those are the things I want for him. Those are things I want him to strive for in life. I want him to do whatever he wants in life, but knowing these things are some of his choices make me happy, excited, and proud.
Looking beyond the athletics of the Games, I’ve found myself gravitating towards the athletes that represent themselves the best. The ones that have a positive outlook even when they don’t perform their best and the ones that speak highly of their fellow athletes, despite being competitors. It’s the athletes with poise, grace, and humility that I’m pulling for this year. Because those are the ones I want my son to aspire to be like.
I’ve taken a go at a handful of sports that are featured at the Summer Games: swimming, gymnastics, track, field hockey, and now triathlon and cycling. Only difference? I was never any good. It just makes me all the more impressed with the level of physical performance and athletic ability these competitors maintain. I’ll be keeping these guys in mind next time I don’t feel like pushing so hard during a workout…
Have you participating in any of the sports that take place at the Summer Olympics? If you could compete in one sport, what would it be?
I'm Heather, a sports dietitian specializing in food sensitivities {and a implementation strategist for fellow health & nutrition professionals}.
5+ years ago the docs told me I'd never run again due to a chronic pain disorder. I'm here to prove them wrong.
It just makes me all the more impressed with the level of physical performance and athletic ability these competitors maintain. I’ll be keeping these guys in mind next time I don’t feel like pushing so hard during a workout…
