This campaign is very unique and will spring the Nixon brand into the market. Competitors of Nixon are Michael Kors, Marc by Marc Jacobs, Timeteller, and Fossil. Advertisements for these companies are mearly fashion shots. Nixon does fashion shots as well, shown below.
"Images can directly refer to how things
appear “Representational: a rendering attempting to replicate actual objects as
seen in nature; the viewer recognizes the image; also called figurative” (137). Nixon adds a twist to the image by adding an element like shooting a watch called the Gunmetal with a bullet. Nixon always stays true to their current campaign "Athlete built". "In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group)."You can see the influence of athletes in their campaign with their commercial below.
I chose to do my own commercial for Nixon featuring myself skating to California. It stays consistent with the idea of athletics prominent in their advertising
"Technology is an enabler, it makes stuff possible faster. That's all. Technology facilitates, it doesn't replace the human imagination."—Kevin Roberts, CEO Worldwide of Saatchi & Saatchi (49).
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