Monthly Archives: August 2016

Humanism. Nike gets it.

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Why is it humanistic? It properly glorifies the greatness of the human spirit. It encourages people to strive for unity, for passion, and for the love of life!

As AdAge puts it:

The ad targets a young generation unencumbered by their country’s traditions, one more emboldened to be spontaneous and irreverent in pursuing their own paths.

“We named the film ‘The Next Wave’ because it’s the perfect metaphor for the youthfulness, optimism and infectious energy of the new generation that’s coming at you at a thousand miles an hour,” said W&K Shanghai Creative Director Terence Leong in a statement.

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There’s a better way, Sprite. It’s called humanism.

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Sprite’s recent sexism disaster got me thinking about marketing, and why inexcusable disasters like that still happen. The solution is simple:

Marketing needs humanism. Doing good for the sake of doing good. Money shouldn’t be a motivator for doing good (or for doing bad, as in the case of Sprite’s sexism.) Likewise, social status shouldn’t be a motivator for doing good, nor should the threat of “hell,” nor should blind obedience.

As marketers (or doctors or lawyers or plumbers or truck drivers or whoever,) we should do good for the sake of helping people and animals live good lives. Period.

Want to be an exceptional brand? Start with promoting love, kindness, and the good things humanity has to offer. Examples include this Apple ad and this Nike ad.

When you start with humanism, nothing but good will follow.