Jordan-“Love the game” commercial

MJ4

Haoxin  Yang

@thetappp

Corporation advertisement can be defined as aims to build the general reputation of the organization in the eyes of key constituents.

The objectives of the corporate advertising

•              Enhancing the firm’s image

•              Improving employee morale/attracting new employees

•              Communicate brands’ views on social, political, or environmental issues

•              Better positioning against competitors

•              Playing a role in overall IMC strategy

Corporate ad campaigns may take the form of:

  • image advertising
  • advocacy advertising
  • cause-related advertising
  • Green marketing underlies many of a brand’s advertising campaigns.
  • Corporate ad campaigns are most effective when they appear authentic.

This Jordan commercial “Love the Game” was launched in 2011 when the NBA is lockout because of the disagreement of CBA. This Jordan commercial “Love the Game” was launched in 2011 when the NBA is lockout because of the disagreement of CBA. This advertisement is launched for increase the images power of Jordan to support basketball fans and do not want people to stop playing basketball.

This video does not have any statement, slogan or word to describe Jordan brand however, three super star (CP3, Carmelo Anthony, and D wade) stands out playing in different court, club and street to show their passion with basketball; in this moment it shows me a big motivation that even if the highest level of professional basketball league is not working but people can still play basketball, do not matter where people live, religion, and trust.

The last part for this advertisement is shot in China which shows that Jordan also want to increase their brand power in China in order to get more market share and increase the recognition in China.

Thus, this advertisement shows a big momentum that Jordan support people to play basketball by motivate their morale and convey a positive message to enhancing their image. In addition, this advertisement communicates brands’ views on social and external environmental issues.

This video does not have any statement, slogan or word to describe Jordan brand however, three super star (CP3, Carmelo Anthony, and D wade) stands out playing in different court, club and street to show their passion with basketball; in this moment it shows me a big motivation that even if the highest level of professional basketball league is not working but people can still play basketball, do not matter where people live, religion, and trust.

Thus, this advertisement shows a big momentum that Jordan support people to play basketball by motivate their morale and convey a positive message to enhancing their image. In addition, this advertisement communicates brands’ s views on social and external environmental issues.

 

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