1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.
The boy in the school uniform has to walk a lot and uses the Nike equipment to show that it can be use for long journeys and is comfortable enough for a person his size.
The lady has to run away from people in Peckham which shows the speed of the Nike products and how she doesn't get hurt due to the Nike products being there to support her.
The skinny bodybuilder who turn into a big monster represents how Nike can make you invincible and stand out from your opponents.
2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?
It uses famous people to use a strong and clear sense of star power - making the brand seem very recognisable and easily endorsed.
It uses less known people to emphasis that this includes all of London and not just a specific group. It shows how Nike wants their brand to promote inclusivity rather than many price barriers.
The guy known as 'Darnz' is an example of Nike getting someone a lot of recognition and now he has over 4k subscribers so he gets a lot of recognition forb what he featured in.
3) Read this AdWeek feature and interview on the Nike London advert. [Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
The advert used quite a lot of different soundtracks for different people. This was said to have created a 'medley of London sound'.
The characters cut into others speech - creating a sense of comedy and fast paced action of London. This also shows how Londoners are very diverse.
4) What representation of London does the advert offer?
The advert is supposed to show the various ways in which Nike can be adapted in everyday London life. It shows everything from professional tennis players to schoolchildren. The dominant representation is that all Londoners are different in their own way whereas an alternative representation of London is shown. London is sometimes said to be quite a posh place but the advert covers some of the grittier and rougher parts of the capital.
5) Why might this advert appeal to an audience?
This ad shows Nike as a versatile and popular brand in London. The fact that it's set in London makes people think that if it's being used in one of the richest cities on the planet then it's a good brand to buy. The brand also encourages empowerment through wearing the product so this could attract people who are shy or lack slef-esteem.
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