Baby Got Back But Where’s The Copy?

Steve Hall of Adrants makes available a new ad from Nike that celebrates big butts. Given that Nike is a fitness company, one might think this approach incongruous. But from a strategic point-of-view, it makes sense to be inclusive of all body types. Sadly, from a creative execution point-of-view, this ad needs work.
Here’s the worst copy sequence from the ad:
My butt is big…
It’s a border collie
That herds skinny women
Away from the best deals
At clothing sales
Tyree left this comment on Adrants, which pretty much sums it up:

I like the ad in principle. Too bad the copy’s overwrought and overwritten – a pallid echo of the great stuff they used to do a decade or so ago.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.