Over at Gawker, Nike is taking a beating for a new slogan it’s testing in a new campaign targeting women in Europe. The tagline, “Here I am” is humorously pointed out to have, well, and interesting relationship with the parent tagline,”Just Do It.” The relationship? The actionable “do it” portion of the parent tagline is seen to be a bit, well, awkwardly demeaning when placed next to the more submissive “Here I Am.”
So is Nike telling the bulk of its audience to just do it with submissive women in Europe who will just lay down and say “here I am?”
OK, so that’s a major over analysis of the situation but Just Do It says something. Hear I Am? That’s like throwing your hands up and saying WTF, do whatever you want to me. I’m here for you. I exist. Take me.
Dear Nike, stop screwing around with a good thing. Just Do It works. Tell all those agency types over at Wieden + Kennedy who want to make a name for themselves by messing around with your tagline to shut up and concentrate on your brand, not their own personal brand.
On the new tagline, The New York Times writes, “The company also wanted a slogan that wouldn’t sound odd alongside “Just do it.” So nobody thought the combination “Hear I am. Just do it” might be interpreted as a bit odd?
Twisting things into what could be interpreted as sexist, Wieden + Kennedy Creative Director Mark Bernath noted the new tagline promotes exercise without being too aggressive and said, “We want to make sure normal women can relate to it.” Wow. Are we to assume women shouldn’t be aggressive when they exercise, rather act as if they are docile, cute little things who offer up their submissive, “Here I Am” selves to men who can cuddle them after they finish their manly, aggressive “Just Do It” version of exercise?
Oops. I sound like feminist. I need to stop now.
All of that said, the actual commercial(s) is kinda cool.
