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.