Few months ago, Nike released the
Kobe system, which basically is a Kobe VII sneaker with two separate inserts,
in other words, two different bottom layers inside of the shoe.
As a former basketball player and
Big Lakers/Kobe Bryant fan, I had to watch the whole commercial series, seven
in total, as soon as they were released. However, they didn’t make sense at
all!!
In the videos, Kobe Bryant plays a
motivational speaker to guide people who have already achieved success, even
beyond success. Kobe starts speaking in front of these successful people like
Kanye West, Serena Williams, Virgin CEO Richard Branson, Chinese mega star Hong
Lee, and more.
Kobe gives one simple
message,
“The Kobe System is about
adaptation: attacking fast and strong," Bryant says. "How do you know
when you're in the Kobe System? Look at your feet. How do you use the system?
Listen to me."
And with that, Bryant dunks a basketball, and behind
him, the highlight reel of his memorable plays are shown on a large LED screen.
But it goes beyond that. Bryant asks a question that truly defines how he never
remains satisfied: "Where do you go from the top? You go over the
top."
The commercials make no sense to
anyone but Kobe. It is funny and ridiculous but strongly symbolic. It asks a
question; what comes next, after you achieve success?
During the class yesterday, we discussed about the role of successful celebrities
in commercials. This Kobe System commercial emphasized more on the success
compare to other commercials: success at success, and beyond success. It is a
great example of Ethos by using Kobe Bryant. The commercial puts Kobe above all
the other successful people, which stresses ethos over ethos. Through this
strategy, if people buy the product which is advertised by a successful celebrity,
they feel like they can achieve success like that person in the advertisement. People
know that this is not true, but at least they can have the feeling of Kobe’s “success.”
The audience wants to feel it too.
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