[youtube wbGOULhTFg4]

I am reviewing this spot because, I have to admit, it is one of the most insightful and relevant TV spots I have ever seen.

Nike is NOT exactly known as one of the top marketers in the Hispanic market. However, the way they have embraced diversity really should serve as a case study to many corporations who have been doing it for a while.

There use of Jose Feliciano’s low tempo rendition of California Dreaming is genius. The song echoes that sense of nostalgia and achievement. It also serves as the canvas for the rest of the spot. Not to mention the cinematography and use of monochromatic film to achieve the look and feel of the spot.

The level of respect that the young boy walks away with from the group that was about to cause him harm creates a sense of pride in the viewer. I think the spot sends a very positive message to today’s Hispanic youth. “If you strive and persevere through practice and dedication, you can achieve that which you truly desire. The aspirational tone of the spot positions soccer as a hero inferring that Nike soccer shoes enable you to achieve your dreams. The obvious use of soccer needs no explanation; however, the way Nike positioned soccer as an “out” for Hispanic kids is equally genius.

Overall this spot is excellent and transcends Mexican, Hispanic, soccer-lover and males. It’s a spot that focus’ on basic human nature while delivering a very powerful message that happens to be embedded in cultural relevancy.

Good going Nike.

-Written by Miamiadguy