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Christmas ads have become an integral part of the annual advertising calendar. The ones from Erste Group and John Lewis<\/a> are among the most anticipated ones. My weekly compilation<\/a> of creative ads is a small tribute to brand teams everywhere.<\/p>\n Nike: Greatness \u2013 it only takes everything<\/strong><\/p>\n Perhaps every brand aspires to be a Nike. But not all have the arsenal available to Nike. The brand enjoys a halo built around a magical mix of product appeal, celebrity endorsements, iconic tagline and a cult-like fan following. But not many brands can afford to sign up mega sports stars. Or enjoy the residual imagery of a Nike. Even though it may not qualify to be labelled a \u2018heritage brand\u2019, being consistent for decades has helped the brand immensely in terms of recall and powerful associations. Ads have played a crucial role in creating this halo. Most of their ads are beyond just \u2018likeable\u2019. They evoke strong emotions (sometimes polarising too), create affinity among owners and aspiration among prospects. <\/p>\n Their latest is a tribute to Rafael Nadal \u2013 \u2018a Nike athlete since he was 13 years old\u2019. The film has the best ingredients of Nike advertising: anchored on a shared emotion and deep impact of audio & video (voice over by Phil Knight). Loved how effortlessly they sum up the idea in a pithy, memorable, powerful baseline. <\/p>\n Through over 1,500 official matches, Rafa has built a legacy of resilience and fierce competition, teaching generations of tennis fans that greatness is born from sacrifice, fueled by endurance and sustained by an unbreakable will.<\/p>\n\n