Introduction
Promotional communication is considered as a method of conveying information related to
products and services to target audience. Organizations spend a good amount in promotion
for reaching maximum audience through their advertisement. This study is focusing on three
parts of an advertising campaign of Nike called “Dream Crazier", including creative element,
strategy of media and advertisement and processing of positioning and audience. Through
this campaign, Nike has spread the message of women empowerment. This ad campaign is
based on the promotion of equal rights for both men and women athletes. Aim of this report
is to critically analyze content, strategies, and approaches of this ad campaign of Nike.
Findings and analysis
Creative element
The ‘Dream Crazier’ campaign of Nike has included Serena Williams as the narrator and she
has explained how athletes run behind their dreams. Through the speech of Serena, she has
redefined the meaning of ‘Crazy’ and has promoted women empowerment. The discourse
analysis technique is the appropriate technique to analyze the creative element of this ad
campaign by Nike. As opined by Carey and Goddard (2017), discourse analysis helps in
analyzing the stretches of speech. It means that the speech of Serena Williams in this ad
campaign must be analyzed for understanding its intermediate stretches. Through this
campaign, Nike is constructing a reality regarding the power of women athletes to chase their
dream. The voice and approach of narrating of Serena Williams are the creative elements of
this campaign. The approach of the narrator is potent enough to influence people to believe in
women power. At the beginning of the speech, it has been mentioned that most of the people
of the world judge women by their stereotypes rather than their talent. As mentioned by Riff
et al. (2019), less faith in women by society is preventing many countries from growth.
Specifically, the sports industry is male-oriented and audience of this industry believes less in
women athletes. Here, in the dad campaign of Nike, Serena Williams is refining the meaning
of the word ‘Crazy’. She has encouraged women athletes to use their craziness to chase their
dreams. She has mentioned that women must show their craziness to achieve success.
The language used in this ad campaign of Nike, is a simple form of English that can be
understood by the audience easily. The voice of the narrator and the approach of her have
become familiar to all women athletes. According to Johnstone (2018), language that can
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Promotional Communication: Analyzing Nike's Dream Crazier Campaign

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