In analyzing an advertising campaign, it is essential to understand how meaning is produced and what techniques have been implored to impact the audience and achieve the campaign objectives. Nike's "Come out of Nowhere" campaign was created in 2016 by advertising giants Wieden + Kennedy, Portland (W+K). The campaign focuses on professional and popular basketball players, including Lebron James, Kevin Durant and Kyrie Irving, who refused to take no for an answer. The campaign includes a range of media types and tools that examine these players' journey from birth to success and stardom in the National Basketball Association (NBA), including the struggles and obstacles faced they have faced and endured throughout their lives. plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”? Get an original essay The nature of this campaign demonstrates the power of storytelling and rhetoric in advertising, as we analyze how narrative strategies engage the viewer, evoke thought and shape reflection, as well as the campaign's integration of the American cultural context, as well as the overall effectiveness and reception by the public. The “Come out of Nowhere” campaign is headlined by LeBron James’ Nike video ad. The promotional video is narrated by James and delivers an inspiring message to continue striving for greatness to everyone who has been overlooked and faced with obstacles and negativity. The ad encapsulates key concepts of storytelling and narrative rhetoric, and Nike's use of James is compelling and true, due to the relevance and similarities of his underprivileged Cleveland upbringing to overcoming obstacles and becoming a superstar worldwide. The advertisement successfully presents itself as a stone of hope and motivation for young aspirants from ordinary and humble backgrounds, who are “…not even supposed to be here. And yet, there you are” (LeBron James, 2016). I believe the campaign was successful due to the power of focusing on groundbreaking individual stories, with Nike choosing to promote an attitude of hard work and determination on a specific product or shoe, staying true to its promotional origins , who broke from cultural orthodoxy and pursued innovative ideologies in the 1900s (Holt and Cameron)Narrative storytelling is a powerful concept used in advertising. The narrative frame or storytelling in advertising is widely used in Nike’s “Come out of Nowhere” campaign. This is an essential framework to analyze since we argue that the meaning attributed to products and brands like Nike can be conceived through narratives (Escalas 2004, p. 168). Indeed, individuals create stories to organize and order their experiences, evaluations and perspectives (Bruner 1986, 1990). When it comes to advertising, individuals tend to impose a narrative structure on events or advertisements to interpret their meaning (Escalas 2004, p.171). Narrative thinking is also likely to connect these brand experiences to their beliefs and values, as individuals tend to create and process their identities through personal stories (Escalas 2004, p. 171). A qualitative study by Gilliam and Flaherty in 'Sales Force Storytelling and Its Effect on Buyer-Seller Exchanges' found that stories told by salespeople are valued and reciprocated by buyers. This allows information to be transferred and absorbed effectively, as well as establishing credibility and relationships. Just like us.