The Shoe Works If You Do.
I chose this ad for Nike’s Trainer One shoe. It uses the generic claim that this shoe is going to help you get fit faster. It’s your “quick fix” for getting toned. They want you to believe that this shoe is the answer to your fitness prayers. The strategy is to relay all of the benefits of the shoe, which implements the idea of the “quick fix” and that this shoe equals faster results for those who are already active. I believe this ad is a part of the Attitude subset. Especially so in the copy that reads, “The shoe works if you do.” It aims to motivate. They want to sell this shoe in particular to those who already workout, who care about their personal fitness. Since those consumers are already active, a shoe that will give them even more gratifying results for all their hard work is sure to be a winner.