The advertisement 'Winner Stays On' was first shown during the build up to the 2014 World Cup in Brazil.
The target audience for the advertisement would be Aspirers. Aspirers look for media products that will help them fit in with other people and feel good about themselves. The media products aspirers seek mainly offer materialistic benefits. The four minute video features some of the most well known people and a selection of Nike's top athletes such as Cristiano Ronaldo, Neymar, Wayne Rooney, Zlatan Ibrahimovic, Eden Hazard, David Luiz, Thibaut Courtois, Gonzalo Higuain, Gerard Pique, Andres Iniesta, Mario Gotze, Thiago Silva, Andrea Pirlo, Tim Howard, Irina Shayk, Kobe Bryant, Jon Jones and Anderson Silva. The advert even included the Incredible Hulk.
The reason as to why the advert was so appealing and relatable to aspirers and especially football fans is because, football fans usually try to imitate their favorite stars when playing local games on the street or in the park. Nike has brought their imaginations to life by using a group of young men playing the famous street game 'winner stays on'. The lads then transform to their idols during the game.
The main idea of the advert is to show off the latest Nike gear such as all of the new national team kits ready for the World Cup, the club kits ready for the new season and even the latest Nike produced football boots. The video is primarily used to market the Nike products however, the producers keep it fresh by adding an element of comedy. Neymar, who is known for showing off his skills, was mocked by one of the boys for passing backwards and then the video shown a player turning into a post man whos name was 'iniesto' aiming to be icon 'iniesta'.
The preferred reading of 'Winner Stays On' is that football as a sport is ideal for everyone as it features athletes from the UFC and Boxing and that everyone can be like their hero's if they believe it.
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