This is ostensibly a product ad but one that has emotional depth – containing situational, aspirational, conceptual and endorsing messages in the narrative behind the image. Looking at this ad I was minded of the political nature of branding. These two mega brand icons join forces in this communication to empathise with the viewers’ lifestyle. As viewer you complete the trilogy – the shoes; the music; the runner.
This communication stimulates all the senses:
- kinesthetic: the sensations of running;
- auditory: listening to your favourite music;
- visually: with the black/white aesthetic; and
- conceptually in the shared Apple/Nike lifestyle.