Old Nike Commercial Makes Eliminating Stigma of Disability Simple – “Just Do It!”

September 8, 2013 by Emily Ladau 2 Comments

In the midst of the controversy that has developed over the blog post I wrote on the Guinness advertisement featuring a game of wheelchair basketball set to sentimental music, I was lucky enough to happen upon a Nike commercial featuring a wheelchair basketball player that does a fantastic job of depicting disability.

This Nike commercial, which appears to have been released about five years ago, shows a wheelchair basketball player named Matt Scott (who I’ve confirmed, from a friend who knows him, is actually disabled) making excuses for laziness. Indeed, Scott’s disability does become the punch line of a joke at the end, when he drops two basketballs next to his wheelchair and his last excuse is “and my feet hurt.” And yes, this is intended to make nondisabled people question their own excuses. But I think disability is used to make a point in this commercial without being patronizing.

I realize it’s possible to argue that this Nike ad is not inclusive because Scott is the only one in the commercial. However, I find this ad to be incredibly inclusive, because it does not juxtapose nondisabled and disabled people in a way meant to tug at your heartstrings, but rather in a way that includes Scott as part of a larger conversation about pursuing your goals even when there are things that you need to work through – be it disability or any other part of your life.

I also realize some people may say this commercial uses Scott’s disability to hold him up as a source of motivation or inspiration. On the contrary, I didn’t feel inspired by the commercial because Nike made a big deal over Scott’s disability; I felt inspired because Scott is so clearly “just one of the guys.” Everyone make excuses, even when they know their excuses are silly. Scott expresses moving towards achievement in a way all people can relate to, regardless of physical ability. The laundry list of excuses that he rattles off both humanizes him and makes it incredibly easy to feel connected to him.

I believe this Nike ad is a positive example of portrayals of disability in the media. It is empowering, yet unlike the Guinness advertisement, the Nike commercial doesn’t take itself too seriously. And certainly, featuring a disabled person is still a marketing technique, but the Nike commercial does so in a way that is genuine and realistic without perpetuating stigma. When it comes to eliminating stereotypes of disability in the media, it is time for advertisers to heed Nike’s motto and “Just Do It.”

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