Nike Air Jordan Commercial - ID# 398
Maine East
Commercial
Entry Description
A blend of throwback and contemporary styles creates an all-new Air Jordan advertising campaign!
Copyright Info
Recent Teacher Comments
Judge 1
Positives:
Improvements:
Judge 2
Positives: RED RED RED - I love this. Bold and interesting. Every commercial should be interesting. The black and white with BOLD RED works very well for me. It's so much more interesting than a regular color setup. The shots are all interesting, and the cuts are fast. This commercial keeps me on my toes (no pun intended). With a few small changes, this could be put on TV to sell shoes. I really like the flashing jordan logos (0:44). It's so fast and cool like "what was that!?!?!" That is such a strong choice.
Improvements: Sound - 0:11 There's a small sound like a clicking sound. I think one of the audio levels just needs to be faded off instead of abruptly cut off. Story - Your story is strong, but I would make a small change. At this point your story is an A but I want to make it an A+ It seems like you are trying to sell me two separate things: "These shoes are cool, AND these shoes are good for playing basketball." I think that's great, and you conveyed that really well. But I think it would be stronger to focus on ONE clear message. I think you are caught between two different commercials: commercial 1: These are the coolest shoes on Earth. If you wear them, everyone will think you are very cool. commercial 2: These are the best shoes for playing basketball. If you were them, you will win basketball games. In my opinion, I think your commercial should commit to commercial 1: Worry a little less about the basketball, and just make it the coolest shoe. Maybe you can focus more on the audience that doesn't even play basketball. You show a kid walking through the halls and everyone is like "WOAHHHHH" Your commercial takes place in the all black room and the basketball court. Maybe add one more location like a hallway or outside or on a subway. Here's the thing, you have an incredible eye for commercials and visuals. This commercial is so cool and fun and the music goes so well with it. It feels like a really cool rap music video. I would just swap out a few of the the basketball shots with some other cool ways to show off the shoe. Maybe we want to sell this shoe to the skateboard crowd too? Show these shoes playing basketball, skateboarding, walking down a runway like he's a model... You could have a very successful career in advertising and visual design, if that is something you are interested in.
Judge 3
Positives: I love how you brough the colors of the shoes to life throughout the video. you made the product look fun and useful. I also thought the video was pretty edgy and gave us a new look at the product.
Improvements: The first shot is a bit dark, and a couple of the stack shots early on go on to long (during voice over. I think the video really hits its stride when you see two pairs of shoes at once. The voice over should have been worked in throughout the edit instead of everything top.
Judge 4
Positives:
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Judge 5
Positives: Major Spike Lee vibes! Nice homage to one of the GOATs. - This spot demonstrates attitude and a point of view, which works really well. It's focused less on "hey this is better than the other guy's shoe" and more on how you feel when you wear it, which connects well to Nike's brand essence. - Whole lotta great editing work - the color treatment is really eye-catching, the music is mixed well (as I nod my head listening to it), and the pacing and quick pops work really well. - I know this is three things - But I have to mention the great dialogue writing - really cool, poetic rhyme schemes.
Improvements: - I think where this spot suffers a bit is the lack of dialogue or AVO after the 20 second mark - I would love to hear a line at the end to tie it all together. - I think some of the shots are awesome, while some others hit less hard - I would love to see a greater variety of shots, maybe some cool lighting effects. This is a smaller note because overall I think the spot works really well.