why did the producer in this Nike ad represent people, issues and events in this way? what choices did they make, and why?

why did the producer in this Nike ad represent people, issues and events in this way? what choices did they make, and why? 

the producer included intertextual references within the ad to reflect the brands ideologies and political awareness, targeting a modern and socially conscious audience. this included references to the 'Black Lives Matter' movement and the corona virus pandemic. this can be seen in the shots of stadiums being cleaned and athletes kneeling in reference to protest for racism. these topics  have had a massive social impact within the sports industry being talked about my many famous athletes, recognised by Nikes audience. this acknowledgement positions Nikes brand as more socially aware, this could be in response to previous controversies Nike has had over the companies morals and ideologies as they have actively used child labour, this ad then helps improve Nikes reputation. however, these actions could be perceived as just a trend for the brand to associate themselves with to promote their products, as they don't include any indication of active support for these causes, only acknowledging their existence. 

• Cinematography and editing

• Genre conventions 

• Representations (who, how, impact)

• How visual elements create meaning for the audience

• Codes and conventions
• Camera work – framing, shot types, angle, position, movement
• Editing – pace, type of edits, continuity/montage Structure/narrative
• Sound – music/dialogue/voiceover 
• Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up 

intertextual references- BLM, Covid- quarantine 

the advert addresses relevant issues and challenges, specifically from the past year, addressing racism and the black lives matter movement and the covid-19 global pandemic.

you cant stop sport/ us- addresses the audience as part of sport.

i thought it would be part of charity work about giving back to the community and working together but it ultimately was juts promoting the theoretical ideologies of Nike and how they are perceived to care, but do not demonstrate this. 

split screen- two disabled people with one leg amputated and one with arms- connotes an ideology that we are the same- equality- non-diegetic narration- 'when are we doubted'- anchors the meaning, nod to the stereotype of disabilities- challenge stereotypes 

trying to target all audiences- massive inclusivity in the types of people they include 

cinema

started off with women- putting them first 

non-diegetic music- develops with the narrative, becomes more down beat when they fall down 

using social issues as a trend to sell products 

Nike producers used the representation of a wide audience within sport to target a large audience.