When analyzing an advertising campaign, it is essential to understand how meaning is produced and what techniques were used to influence the audience and achieve the campaign's objectives. Nike's "Come out of Nowhere" campaign was created in 2016 by advertising giants Wieden + Kennedy, Portland (W+K). The campaign focuses on professional and famous basketball players, including Lebron James, Kevin Durant and Kyrie Irving, who refused to take no for an answer. The campaign includes a series of media types and tools that trace the journey of these players, from birth to success and stardom in the National Basketball Association (NBA), including the struggles and obstacles they have faced and endured throughout their lives . plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The nature of this campaign demonstrates the power of storytelling and rhetoric in advertising, as we analyze how narrative strategies engage the viewer, evoke thought, and shape thought, as well as the campaign's incorporation of American cultural context, and l overall effectiveness and reception by the public. Leading the "Come out of Nowhere" campaign is Nike's video commercial of LeBron James. The promotional video is narrated by James and delivers an inspiring message to continue pursuing greatness to all those who have been overlooked and faced obstacles and negativity. The ad encompasses the key concepts of storytelling and rhetoric, and Nike's use of James is compelling and true, due to the relevance and similarities between her underprivileged upbringing in Cleveland and overcoming adversity to become a global superstar. The ad successfully presents a mass of hope and motivation to young aspirants from ordinary and humble backgrounds, who “…shouldn't even be here. Yet here you are” (LeBron James, 2016). I believe the campaign was successful due to the power of focusing on individual breakthrough stories, as Nike chose to promote an attitude of hard work and determination on a specific product or shoe, while staying true to its promotional origins, which moved away from cultural orthodoxy and pursued innovative ideologies in the 1900s (Holt and Cameron) Narrative storytelling is a powerful concept used in advertising. Narrative structure or storytelling in advertising is used extensively in Nike's "Come out of Nowhere" campaign. It is an essential framework to analyze as we argue that the meaning attributed to products and brands like Nike can be devised by narratives (Escalas 2004, p. 168). This is because individuals create stories to organize and order their experiences, evaluations, and perspectives (Bruner 1986, 1990). In relation to advertising, individuals tend to impose a narrative structure on events or advertisements to interpret their meaning (Escalas 2004, p.171). Narrative thinking is also likely to connect such brand experiences to their beliefs and values ​​because individuals tend to create and elaborate their personal identity through self-stories (Escalas 2004, p.171). A qualitative study by Gilliam and Flaherty in 'Story Telling by the Sales Force and Its Effect on the Buyer-Seller Exchange' found that stories told by salespeople are appreciated and reciprocated by buyers. This helps you transfer and absorb information effectively, as well as establish credibility and rapport. Just as we see in Nike's “Come out of Nowhere” campaign, storytelling plays a key role in personal selling, as stories are crafted in a.