These are all words I would use to describe Nike’s ad campaigns.
They release each commercial when it is most relevant.
“Chicago Cubs: Someday” was released mere hours after the Cubs won the World Series. It connects their brand to that win immediately while also providing something people want to watch. Fans of the Cubs will feel those joyous emotions time and time again while watching the advertisement.
Each commercial is filmed in a way that captivates your attention.
The “Unlimited” campaign, which ran during the Olympics, gave people a reason to watch. They wanted to see the dedication and commitment each athlete puts in. They wanted to understand how they could have that same drive.
The commercials make you feel and connect to things you understand.
The “Worth the Wait” commercial came out shortly after the Cleveland Cavaliers won the NBA Championships and mirrored the feelings of every Cleveland fan. It showed images of people everywhere in the city watching and realizing they had won. It mentioned that they were in shock and allowed to celebrate, which made Cleveland fans laugh and cry even more.
These commercials show that Nike knows its audience and knows how to play to them. They look for what is important and showcase it.
It is important to do the same in any Public Relations job. Connecting with your audience is the only way to succeed.