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#KAP NIKE AD FULL#
Later in the spring, there was that Pepsi commercial, which featured a rather milquetoast protest/march/street party full of attractive, racially diverse millennials. That’s not to say that all these forays succeeded. By the time the Super Bowl came around, commercials from Coca-Cola and Airbnb were making loose references to the necessity of diversity ( Coke’s ad featured voices singing “America the Beautiful” in a variety of languages Airbnb’s was called “ We Accept”), while at the Oscars, Cadillac ran an ad featuring footage of protests with a voiceover saying things like, “We are a nation divided.” Since the election, brands have tried to seem “woke”Ģ017 was the year of corporations taking a stance.
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There’s never been a more popular time to be a brand with an opinion.Īnd the Kaepernick ad seems to be the result of an essential lesson from the past two years of brands attempting to take a stand in their advertisements: It actually takes a stand. Nike’s decision to feature Kaepernick in its campaign is part of a larger trend: Since the 2016 US presidential election, brands - once terrified of controversy - are more and more likely to enter the realm of politics. Meanwhile, Fox News host Tucker Carlson called the campaign “ an attack on the country,” while others took issue with the term “sacrifice,” suggesting instead that the campaign should have gone to Pat Tillman, the NFL player who left the league to enlist in the Army in 2002 and was killed in Afghanistan. The ad was also met with backlash, including a boycott, a trending Twitter hashtag, and viral tweets of customers cutting the Nike swoosh off of their stuff. #JustDoIt /SRWkMIDdaO- Colin Kaepernick September 3, 2018 Believe in something, even if it means sacrificing everything.