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Full-Page Print Nike Ad in Sunday New York Times is a Text Email
November 12, 2006
I was reading the physical, printed Sunday New York Times today and I came across a full-page advertisement in the Sports section. I initially noticed the ad because it was all yellow, but then I realized that some ad agency just copied and pasted a real email correspondence between Lance Armstrong and Scott M. (Nike). Unfortunately for me, I actually have to type all this out instead of copying and pasting, but here is an excerpt from the ad:
“From: Lance Armstrong
To: Scott M. (Nike)
Sent: Nov 5, 2006 3:32pm
Subject: Re Re: Re: Re: Idea
I’m dead.
Hardest physical thing I’ve ever done.
Try your best to make this happen.
No way I would have crossed the finish
line without the cheering. I owe them.
> From: Scott M. (Nike)
>To: Lance Armstrong
>Sent: Nov 5, 2006 3:29pm
>Subject: Re Re: Re: Re: Idea
>
>I think we can do it. I’ll let you know
>for sure. BTW, how do you feel?”
The advertisement continues the email dialogue, but the reason why it works is because it made me stop and actually read it. The content was so real and part of something most of us do every day – read and respond to email. As usual, Nike knows good marketing.
Posted by ryan at November 12, 2006 8:15 AM
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