http://www.thirdwayblog.com/american-express/the-american-express-roddick-mess.html Just another WordPress site Sat, 18 Jun 2011 17:36:17 +0000 hourly 1 http://wordpress.org/?v=3.1.3 http://www.thirdwayblog.com/american-express/the-american-express-roddick-mess.html#comment-130 ThirdWay Advertising Blog » Blog Archive » Nike Scores with Sharapova Mon, 28 Aug 2006 20:45:56 +0000 http://www.thirdwayblog.com/blog/?p=62#comment-130 [...] What Doesn’t: This advertising blog does not miss the irony in this spot - Sharapova was hired as a spokesperson by Nike not just because she is one of the top female tennis players, but because she is very attractive.  So while she works unique well for this campaign, there are still lots of other players who will never have this chance because of the societal values that Nike is taking aim at in this spot.  There is also always some risk associated with making a big statement using an athlete just before she engages in a huge tournament.  Either misbehavior or bad performance could marginalize the effectiveness of this spot.  Fortunately this spot will never look as ironic as the disastrous “Andy Roddick’s Mojo” campaign that Amex ran just as Mr. Roddick was losing his mojo last year. [...] [...] What Doesn’t: This advertising blog does not miss the irony in this spot – Sharapova was hired as a spokesperson by Nike not just because she is one of the top female tennis players, but because she is very attractive.  So while she works unique well for this campaign, there are still lots of other players who will never have this chance because of the societal values that Nike is taking aim at in this spot.  There is also always some risk associated with making a big statement using an athlete just before she engages in a huge tournament.  Either misbehavior or bad performance could marginalize the effectiveness of this spot.  Fortunately this spot will never look as ironic as the disastrous “Andy Roddick’s Mojo” campaign that Amex ran just as Mr. Roddick was losing his mojo last year. [...]

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