Pretty (advertisement)
Nike Inc. | |
| Language | English |
|---|---|
| Running time | 60 seconds |
| Product |
|
| Release date(s) | August 20, 2006 |
| Directed by | Ivan Zachariáš |
| Music by | Leonard Bernstein ("I Feel Pretty") |
| Starring | |
| Production company | Smuggler |
| Produced by | Robyn Boardman |
| Country | United States |
Pretty (or I Feel Pretty) is a
The piece was a critical and popular success. It garnered several advertising and television industry awards.
Sequence
Pretty follows a day in the life of Russian tennis player Maria Sharapova. It shows her getting ready, leaving
Background
The advertising agency
Maria Sharapova had been playing tennis professionally since 2001, and became the youngest girl to reach the final at the junior
Production
Production of the commercial began in early 2006. Wieden+Kennedy signed up director
Release and reception
Pretty debuted on U.S. television on Sunday, August 20, 2006, in a commercial break during Fox's annual Teen Choice Awards ceremony, a week before the start of the 2006 U.S. Open.[10] Its run continued in bursts throughout the remainder of 2006 and the first quarter of 2007. The ad proved fairly popular, and was praised for showing female athletes as strong and self-assured, in direct contrast to an earlier campaign run during the 2004 Summer Olympics which showed Olympic runner Suzy Favor-Hamilton fleeing from a masked killer.[2][4]
The piece was also critically successful, receiving awards from the advertising and television industries, including two
Other awards given to the team behind Pretty include a silver award in the "Retail" category of the British Television Advertising Awards, and a bronze Clio Award in the "Apparel/Fashion" category.[12]
Maria Sharapova went on to win the 2006 U.S. Open, and continues to act as a celebrity spokesperson for the Nike brand. In 2008, she was the focus of another Wieden+Kennedy piece entitled Be Your Own Fan, part of the web-based "Here I Am" advertising campaign, which charts her career to date in animated form.[13]
References
- ^ Elliott, Stewart (November 23, 1999). "Wieden & Kennedy wins the gold, as Nike gives it the consolidated United States account.", The New York Times. Retrieved October 25, 2008.
- ^ ISBN 978-0-7876-7356-7.
- ^ LoRusso, Maryann (February 16, 1998). "Women from Mars: Through New Marketing Strategies, Athletic Companies are Reinforcing the Importance of Female Consumers", Footwear News, p.30.
- ^ a b Elliott, Stewart (September 19, 2000). "Television Campaigns Are Creating Some Controversy during the Summer Games", The New York Times. Retrieved October 25, 2008.
- ^ a b "Nike This Weekend Breaking First Spot Around Maria Sharapova", Sports Business Daily, September, 2006. Retrieved October 25, 2008.
- ^ Williams, Richard (June 30, 2004). "Sharapova sharpens her steel". The Guardian.
- ^ "WTA: Career Highlights". WTA Tour. Retrieved on July 23, 2008.
- ^ Profile: Ivan Zacharias, AdWatcher, 13 September 2007. Retrieved October 25, 2008. Archived April 11, 2008, at the Wayback Machine
- ^ a b "Mill NY Makes Maria Feel Pretty Archived 2011-07-26 at the Wayback Machine", UK Screen Association. Retrieved October 25, 2008.
- ^ a b Nike, Inc. (press release) (17 August 2006). "Maria Sharapova Dispels "Pretty Girl" Image In First Solo Nike Campaign". Retrieved October 25, 2008.
- ^ Diaz, Ann-Christine (June 23, 2007). "Film Grand Prix goes to Dove "Evolution"", Creativity. Retrieved October 25, 2008.
- ^ "Pretty detail summary", AdForum.com. Retrieved October 25, 2008.(subscription required)
- ^ Sweney, Mark (September 9, 2008). "Maria Sharapova stars in animated 'Here I Am' Nike advert", The Guardian. Retrieved October 25, 2008.