This ad is a great example for the dual coding theory. The Nike ad really stands out because of the two distinct messages it is delivering at the same time. The way they position the words in the advertisement is what caught my eye. Practice like Champions and We Believe are two different messages but putting them together makes you think about both things at the same time. It is not really important what the actual messages mean for the ad, because how Nike positioned the advertisement wording and the visual of an old lockerroom style of building for both messages. To me, as soon as I looked at it the building and the words made me think about sports, obviously, and most specifically football.
I think that Nike wanted it to be a distinct lockerroom mentality, regardless of what sport you relate it too. Because we believe and practice like champions can work for just about any team sport.
Dual Coding really makes this ad effective for Nike and for its customers.
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