The Ad Culture: Nike Vs. Puma, Stars Power Vs. The Grassroots

The World Cup is two weeks away. Billions of fans worldwide already are on the edge of their seats with anticipation. Who will make the final rosters of their national teams? Who will overcome injury? Who will surprise? Who will disappoint? Who will win?

Everything about this tournament is up in the air for several reasons, mostly tangible ones. The biggest reason, however, is an intangible: The host country. For the first time in history the World Cup is being held on the African continent — in South Africa, precisely — and for only the third time not in Europe or Latin America. That the emerging soccer power in the world has a chance to showcase itself in more ways than just on the field, though that’s a huge part of it, is the buzz, and how these cultural and even meteorological (it’s winter there) factors will affect the tournament, its atmosphere and its appreciation from what will be the largest-ever global audience for a sporting event.

While many corporate sponsors and other companies hoping to promote themselves by aligning their brands to this monumental event, two manufacturers closely aligned with the sport have tacked differently. It also peaks an interest because of the similarities to current political organization and reliance.

One manufacture, Nike, the Goliath, has stuck to its marketing strategy: Star power. If Wayne Rooney, Christiano Ronaldo, Ronaldinho or Franck Ribery is wearing it, it must be cool, it must be hip, it just must be. Go out and get and wear it — and be the man. It’s typically star powered ad is a three-minute fantasy (broken into various one-minute versions for television), asking at the end — really, like the players it features, demanding, as they do the ball while on the field, that you write the end of the script. How? Buy Nike gear and make your dreams come true.

Not much of an emotional connection. Sort of like party politics. The bosses say vote for this person. We’ve seen this in recent primaries in Pennsylvania, Kentucky, Utah and West Virginia, by both parties. The voters are supposed to be wowed by the star power — the master of cool himself, President Obama (a big soccer fan, who hosted the U.S. national team before its departure to South Africa, who is heavily supporting the U.S. bid for the 2018 or 2022 World Cups, and who may attend a U.S. game) weighed in for Senator Arlen Specter in Pennsylvania.

Meanwhile, we have Puma, a good brand that makes quality products, but clearly the David among the sports apparel elites. It has a modest ad now airing on sports and soccer networks. But boy, does it appeal!

No special song or music was concocted — instead, it got the rights for an actual release from African band Gnarls Barkley, music that simultaneously provokes the beat of the culture and of the game. It’s videography is real — african boys playing on dirt fields juxtaposed against video of the continent’s best in action, scoring, and the unbridled joy of success — genuine smiles, team celebrations and authentic dancing down the stadium tunnel.

It evokes a common tug — who isn’t the boy (or girl) among us, still, longing to connect in an emotional way, a way that is the World Cup? Who doesn’t take pride in their national team, with great hope and expectations? Who can’t remember the all out fun of playing as a child and marveling at the abilities of the older kids, catapulting reality to dreams of excitement about the possibilities?

It’s a grassroots appeal that, as fun as the Nike glitz is, reveals the Nike approach as the top-down and inauthentic. Precisely like boss politicians who demand your vote for their boys and girls. Guess what? The grassroots are winning the primaries.

Judge for yourself and let me know what you think. For some reason this theme won’t allow me to embed the ads, so here are the links:

Nike World Cup Ad

Puma World Cup Ad

By the way, if you just like moving to the song Going On, here’s the video to that!