CLIP FILM Air DIRECTOR: Ben Af eck PRODUCED BY: Amazon studios, Mandalay Pictures, Skydance Media CAST: Matt Damon, Ben Af eck, Viola Davis SYNOPSIS 1984, Beaverton (Oregon). At Nike s headquarters, manager Sonny Vaccaro, a basketball expert, is looking for a young talent to whom offer a sponsorship contract in order to relaunch the brand. An economic crisis is threatening to shut down the company s basketball department, which has a market share in the basketball sector, but is clearly inferior to giants such as Converse and Adidas. Sonny decides to invest the entire budget made available by the management to wrest an endorsement contract to the elusive rookie just entering the world of the NBA, Michael Jordan. To succeed, he overcomes resistance from CEO Phil Knight, Jordan s manager, and Michael himself, who at the time was much more attracted to the allure of Adidas. Sonny s strategy is risky but successful when he decides to win the affection of Michael s mother by offering her son a leading role in Nike s business strategies and inventing a line of shoes and clothing, Air Jordan, designed exclusively for the champion. BEFORE WATCHING 6 O R D W S Read the text and fill in the gaps with the given words. calls to action trusted interchangeably difference audiences products brand testimonial authenticity communication Endorsement or Advertising? you can go to get a product or service. Endorsement What is the 1. ..................................................... between is about the connection between an endorser and endorsement and advertising? The terms have a 6. ..................................................... ; it provides a greater been used 2. ..................................................... since both opportunity to reach new 7. ..................................................... advertising and endorsements are used to and represents a great way to build trust and market 3. ..................................................... and services. credibility with consumers. Endorsements often Advertising is a form of 4. ..................................................... come to life as a 8. ..................................................... or that is designed to persuade you to buy a product statement of support from a well-known or or service; it is typically very action-based, with 9. ..................................................... figure. They are meant to 5. ..................................................... and information on where provide a sense of 10. ..................................................... . allure: fascino elusive: inafferrabile 96 giant: gigante rookie: esordiente Marketing and advertising to wrest: strappare