The current uproar over the new Nike ad featuring Colin Kaepernick has served to wonderfully pit right against left in another puerile chapter of the culture wars. Instead of seriously grappling with issues in our country we’d prefer to scream at each other about whether one side or the other is sufficiently patriotic. The sad truth is that the ad is really about selling sneakers and generating buzz.
The group that is feeling offended by this ad is not the Nike target demographic. The people that align with Kaepernick are the demo that Nike wants to sell their product to. The ad is provocative on many levels. That is precisely what is intended. The advertisers did their job and now everyone is talking about it. The increased sales bear this out.
Colin Kaepernick is portrayed as a champion. Whether Kaepernick is a villain, hero, or even heroic victim is beside the point. That is unfortunate. But there is another agenda.
The NFL is concerned about generating revenue and retaining fans. Kaepernick found a means to make a living as a spokesperson. The President is using the opportunity to rally his base. If any were interested in addressing the issue, this is an extraordinary opportunity to join in the fight for the virtues that those who kneel and those who stand both embraces; namely a country dedicated to life, liberty, and the pursuit of happiness. A nation of laws that stands for equality and justice. The vast sums of money generated by the corporations (NFL and Nike) could underwrite a campaign to get healing conversations started, patriotic conversations that address the issues of inequality that continue to keep us from fully realizing the American Dream and perhaps even help create positive change. And the President could use the power of his office and his strength as a marketer to be the convener to make it all happen. But unfortunately, we prefer to revel in the buzz.
Buzz on!