Nike (marketing) has done it again. Capitalizing on the international growth of basketball, especially that in European countries, Nike has started a new campaign around the L.A. Lakers of the the Euroleague: The Maccabi "Electra" Tel Aviv basketball team. Winning the EuroLeague championship five times and runner-up eight, the Electra is the most popular and successful ballclub in the entire Maccabi Tel Aviv association. They're in Israel. Team consists mostly of Greek and American players, however.
The campaign revolves around the Electra being subjected to investigations accusing each player as a super hero. A whole comic book and parallel universe is developed to support this. Simple concept- but the execution is phenomenal. You have to compare this to other European sports ad campaigns- all of which are standard: show highlights of the biggest players wearing your logo. So the fact that Nike is taking a stab at this from another angle is quite new. We're just spoiled by the radical creative work done by Nike and their domestic campaigns (hello, Mr. Fincher).
Go check out their site at www.niketoh.com.
