communications your employees crave: faux nike ad

March 20, 2012

in communications your employees crave

what it is: part of a women’s ad campaign, purportedly by nike women

why it works: the copy drags a woman’s fear into the light and to a more powerful place. the language is candid, defiant. taunting even. and this woman is no photoshopped clothes hanger. she may be fitter than most of us, but she’s curvy.

why it doesn’t: the copy loses its way in the middle. a space heater and border collie? also, sadly, this ad’s a fake. too bad. it’s superior to the real set, which features far-too-perfect models and more sexual than strong images.


this post is part of a series on health communications that stand out. if you have a worthy ad to feature in the series, email me.



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{ 6 comments… read them below or add one }

Frank Roche March 20, 2012 at 7:39 am

Interesting ad…I figured fake when “embassador” was misspelled. But interesting approach…fakes sometimes do a service as you say in “why it works.”



fran March 20, 2012 at 7:45 am

“embassador” was the tell-tale clue for jezebel, too. yet “embassador” was once used (back in chaucer’s day).



Frank Roche March 20, 2012 at 7:43 am

Wait though…the copy is from a real ad!? Wow…


fran March 20, 2012 at 7:46 am

yup, a whole series…on knees…shoulders…”thunder thighs.”



Elizabeth Borton March 20, 2012 at 1:37 pm

The ad does grab attention — fake or not. Took a look at the real ads — interesting how they formatted the copy…cool idea. Agree that this pic is better…the ones in the “real” ads are totally unrealistic (at least in my middle-aged world!).


fran March 20, 2012 at 1:59 pm

the copy, the formatting, the design–the set of real ads have the feel of a poem or painting.



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