This advertising has a purpose and its more than just getting kids (and their parents) to buy some shiny new clothes or a bike. It’s inspiring kids to do something, to push themselves to be better. The Nike ad below is great because the kid isn’t wearing Nike’s latest shoes or even a Nike t-shirt. It’s a pair of old gym shorts and an old shirt and that works.
In the same way that Nike makes their product and their vision applicable to “Everyone”, the Specialized commercial brings the vision of the Tour to your street. You don’t have to be a competitive rider to ride their bikes, you don’t have to be riding in the Alps either, you just have to want to ride. The bike they show in their commercial is a pretty simple model and just like Nike, they don’t feature a fancy, top-of-the-line bike. The kid is on a dirt road out in the country with no-one around and he’s doing it because its fun…which is what sports are supposed to be anyway right?
When did sports stop being fun?
Nike and Specialized are in the business of selling an idea and selling a dream, they are not in the business of selling shoes and bikes (at least not when it comes to their advertising). Shoes and bikes just happen to be what help you achieve your dream (that’s why you buy Nike over Adidas and Specialized over Trek). Even if you’re not that chubby kid, you have probably felt like him at one time or another. It relates to everyone. Awesome job.