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Nike’s “Dream Crazier”

Nike’s “Dream Crazier” campaign, released in 2019, stands as a remarkable example of how advertising intersects with and reflects contemporary societal issues. This ad was chosen for analysis due to its compelling portrayal of female athletes breaking barriers and challenging stereotypes. In a time when the conversation about gender equality and women’s empowerment has been at the forefront of societal discussions, Nike’s campaign strategically aligns itself with these prevailing sentiments (Nike, 2019).

The “Dream Crazier” advertisement opens with Serena Williams’ voice narrating the challenges female athletes face, such as being labeled as “crazy” for their ambitions and determination. This evokes a powerful emotional response from viewers, as it taps into the real-world experiences of many women who have been told they are too ambitious or driven. The ad then showcases a series of female athletes who have defied stereotypes, including Simone Biles, Chloe Kim, and Ibtihaj Muhammad, among others. These athletes serve as exemplars of resilience, determination, and extraordinary achievement in their respective sports.

This campaign is highly relevant to contemporary society as it aligns with the global movement advocating for gender equality. According to scholarly research, female athletes often face discrimination and unequal treatment compared to their male counterparts (Cunningham & Sagas, 2019). The “Dream Crazier” advertisement addresses this issue head-on by highlighting the challenges women in sports confront. By featuring these athletes, Nike not only raises awareness but also empowers women and encourages them to dream bigger, aspire to greatness, and challenge societal norms.

Furthermore, this campaign showcases Nike’s strategic marketing approach in resonating with its target audience. It taps into the emotions and aspirations of young girls and women who look up to these athletes as role models. This connection between brand and consumer is highlighted in the campaign’s effectiveness. Studies have shown that advertisements that align with societal values and aspirations can have a profound impact on consumer attitudes and purchase intentions (Sharma, 2020).

Nike’s “Dream Crazier” campaign also generated substantial media attention and social media buzz, demonstrating its cultural significance. The ad contributed to the ongoing conversation about gender equality in sports and beyond, sparking discussions on social platforms and in mainstream media (Sharma, 2020). This exemplifies how modern advertising not only reflects but also actively shapes societal discourse.

Nike’s “Dream Crazier” campaign serves as an illustrative case study of how advertising can align with and influence contemporary societal issues. By addressing gender equality in sports and celebrating female athletes’ accomplishments, Nike effectively connects with its audience, empowers women, and contributes to the broader conversation about gender equality. This campaign underscores the pivotal role of advertising in shaping and reflecting the values and aspirations of modern society.

Coca-Cola’s “Open To Better”

Coca-Cola’s “Open To Better” campaign, launched in 2020, stands as a poignant reflection of its response to the prevailing global events and societal shifts during the COVID-19 pandemic (Coca-Cola, 2020). This campaign was chosen for analysis due to its relevance in addressing mental health and its focus on promoting optimism, unity, and resilience during challenging times.

The “Open To Better” advertisement opens with scenes of empty city streets, a stark reminder of the pandemic’s impact on daily life. It then transitions to portray individuals adjusting to the new normal, with a focus on staying connected with loved ones. This shift in the narrative highlights the human spirit’s resilience and adaptability during difficult circumstances. The ad concludes with the message that “Better days are coming,” instilling hope and optimism (Coca-Cola, 2020).

In a time when the pandemic’s effects on mental health were widespread, Coca-Cola’s campaign addressed an important contemporary issue. Research has shown that the pandemic has led to increased levels of stress, anxiety, and depression among individuals worldwide (Pfefferbaum & North, 2020). Coca-Cola’s message of resilience and hope struck a chord with viewers, offering a sense of comfort and solidarity during a period of uncertainty.

The “Open To Better” campaign also reflects Coca-Cola’s shift in messaging, moving away from traditional product-centric advertisements to ones that focus on emotional connection and societal values. This shift aligns with modern consumer preferences, as studies have indicated that consumers are increasingly drawn to brands that demonstrate social responsibility and empathy in their marketing (Tamburro et al., 2020).

Moreover, the campaign’s emphasis on unity and human connection resonates with contemporary society’s yearning for togetherness in the face of adversity. During the pandemic, people across the globe experienced isolation and social distancing measures. Coca-Cola’s message of unity and staying connected with loved ones tapped into these shared experiences and provided a sense of belonging (Tamburro et al., 2020).

Coca-Cola’s “Open To Better” campaign’s effectiveness is evident in its social media engagement and the positive response it received. The ad garnered millions of views on platforms like YouTube and inspired user-generated content, where individuals shared their personal stories of resilience and hope (Coca-Cola, 2020). This highlights how modern advertising can leverage digital media to foster meaningful conversations and engage with a global audience.

Coca-Cola’s “Open To Better” campaign exemplifies the brand’s ability to respond to contemporary events and societal needs through advertising. By addressing mental health concerns, promoting optimism, unity, and resilience during the COVID-19 pandemic, Coca-Cola successfully connected with its audience on an emotional level. This campaign underscores the power of advertising to not only reflect the spirit of the times but also provide solace and inspiration in challenging circumstances.

Apple’s “Shot on iPhone”

Apple’s “Shot on iPhone” campaign, an ongoing marketing effort that began in 2015, is a testament to the profound impact of technology on modern society (Apple, n.d.). This campaign was selected for analysis due to its reflection of the ubiquitous presence of smartphones and their role in shaping contemporary life.

The “Shot on iPhone” advertisements showcase user-generated content captured using iPhones. These visuals range from breathtaking landscapes to intimate family moments, all captured by everyday individuals. This campaign underscores the democratization of photography and content creation, highlighting the idea that anyone can be a content creator in today’s digital age.

Apple’s “Shot on iPhone” campaign reflects the profound integration of technology, particularly smartphones, into the fabric of modern society. Smartphones have become more than just communication devices; they are extensions of ourselves, tools for creativity, and gateways to information. Studies have shown that the average person spends a significant portion of their day on their smartphone, utilizing it for various purposes beyond making calls (Hawkins, 2019).

By showcasing user-generated content, Apple’s campaign connects with consumers on a personal level. It taps into the desire for self-expression and creativity that has become central to modern identity. People use their smartphones not only to capture moments but also to share their perspectives and experiences with the world through social media platforms, creating a culture of digital storytelling (Hawkins, 2019).

Furthermore, the “Shot on iPhone” campaign highlights Apple’s branding strategy as an enabler of personal expression and creativity. Apple products are positioned as tools that empower individuals to unleash their artistic potential. This aligns with contemporary consumer preferences, as research has shown that consumers are drawn to brands that offer not just products but also experiences and a sense of identity (Lahiri, 2018).

The campaign’s success is evident in its impact on consumer behavior. The iPhone has consistently been a top-selling smartphone worldwide, with consumers drawn to its camera capabilities and the promise of capturing high-quality photos and videos (Lahiri, 2018). The “Shot on iPhone” campaign has played a pivotal role in shaping consumer perceptions of the iPhone as a superior device for photography and content creation.

Apple’s “Shot on iPhone” campaign exemplifies the transformative role of technology, particularly smartphones, in modern society. It reflects the profound integration of these devices into our daily lives, not just as tools for communication but as means of personal expression and creativity. This campaign also underscores Apple’s branding strategy as a facilitator of individuality and artistic exploration, resonating with contemporary consumer preferences for authentic and experiential connections with brands.

Dove’s “Real Beauty Sketches” campaign, launched in 2013, represents a significant moment in the ongoing dialogue about body image, self-esteem, and authenticity in modern society (Dove, 2018). This campaign was chosen for analysis due to its powerful portrayal of the impact of beauty standards and its role in challenging those norms.

The “Real Beauty Sketches” advertisement begins with a forensic artist sketching women based on their self-descriptions and then sketches them based on descriptions given by strangers who had interacted with the same women. The results are striking; the sketches based on strangers’ descriptions are consistently more flattering and accurate than those based on self-descriptions. The ad concludes with a poignant message, encouraging women to see themselves as others see them and challenging the harsh self-critique many engage in.

This campaign directly relates to the ongoing discussions about body image and self-esteem in contemporary society. Research has shown that unrealistic beauty standards perpetuated by the media and advertising can have detrimental effects on individuals’ self-esteem, leading to issues like body dissatisfaction (Perloff, 2019). Dove’s “Real Beauty Sketches” addresses this issue head-on, highlighting the disparity between how women perceive themselves and how they are perceived by others.

Moreover, this campaign reflects Dove’s commitment to promoting authentic beauty and self-acceptance, which aligns with contemporary consumer values. In a world where airbrushed and heavily edited images dominate the media landscape, consumers increasingly seek brands that champion authenticity and diversity (Perloff, 2019). Dove’s campaign celebrates the natural beauty of women of all shapes, sizes, and ages, fostering a sense of inclusivity and empowerment.

Dove’s “Real Beauty Sketches” also had a significant impact on societal conversations about beauty standards and self-esteem. The campaign generated substantial media coverage and sparked discussions on social media and in traditional media outlets. It encouraged women to share their own stories and experiences, further emphasizing the campaign’s resonance with contemporary issues (Perloff, 2019).

Dove’s “Real Beauty Sketches” campaign serves as a prime example of advertising’s role in addressing and influencing contemporary societal issues. By challenging conventional beauty standards and promoting self-acceptance, this campaign resonates with a broad audience and contributes to the ongoing discourse about body image and self-esteem. It reflects Dove’s commitment to authenticity and inclusivity and underscores the potential for advertising to empower and inspire positive change in modern society.

Relationship to Current Events and Modern Society

The four advertisements analyzed in this paper have a profound relationship with contemporary events and modern society, reflecting and influencing key issues and trends. These advertisements serve as microcosms of broader societal conversations, demonstrating how advertising can both reflect and shape the values, concerns, and aspirations of our time.

Nike’s “Dream Crazier” campaign, aligned with the global movement for gender equality, reflects contemporary events where women are challenging traditional gender roles and stereotypes in sports and society at large (Cunningham & Sagas, 2019). This advertisement resonated strongly with viewers, especially during the 2019 Women’s World Cup and the rise of female athletes as cultural icons. It played a pivotal role in highlighting the achievements of women in sports, contributing to the ongoing conversation about gender equality and empowerment (Sharma, 2020).

Coca-Cola’s “Open To Better” campaign emerged during the COVID-19 pandemic, a global crisis that profoundly affected mental health and well-being (Pfefferbaum & North, 2020). This advertisement responded to the pandemic’s challenges by emphasizing resilience and optimism. It provided solace and hope to individuals navigating the uncertainties of a changing world. The campaign resonated with the societal need for unity and emotional support during trying times (Tamburro et al., 2020).

Apple’s “Shot on iPhone” campaign reflects the pervasive role of technology, particularly smartphones, in modern society (Hawkins, 2019). The ubiquity of smartphones and their integration into our daily lives is a defining characteristic of the 21st century. This campaign mirrors the shift in how people capture and share moments, demonstrating that technology has transformed everyone into potential content creators. It reflects the contemporary phenomenon of digital storytelling and the power of personal expression in the age of social media (Lahiri, 2018).

Dove’s “Real Beauty Sketches” campaign resonates with the ongoing discussions about body image and self-esteem, particularly in the context of the body positivity movement (Perloff, 2019). In a society increasingly critical of unrealistic beauty standards perpetuated by the media, this advertisement encourages self-acceptance and celebrates diverse definitions of beauty. It aligns with contemporary values of authenticity and inclusivity, contributing to the broader conversation about redefining beauty norms.

These advertisements are emblematic of the dynamic relationship between advertising and modern society. They not only reflect the zeitgeist but also actively participate in shaping it. By addressing critical issues such as gender equality, mental health, technology’s impact, and body image, these campaigns demonstrate the power of advertising to engage with contemporary events, foster social change, and resonate with audiences in a rapidly evolving world. In essence, they exemplify how advertising is not a passive observer but a dynamic force in the ongoing narrative of modern society.