{"id":9477,"date":"2024-09-19T06:57:22","date_gmt":"2024-09-19T06:57:22","guid":{"rendered":"https:\/\/mosaiking.com\/?p=9477"},"modified":"2025-12-04T16:26:03","modified_gmt":"2025-12-04T16:26:03","slug":"soc-una-mala-persona","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/soc-una-mala-persona\/","title":{"rendered":"S\u00f3c una mala persona?"},"content":{"rendered":"\n<p><strong>\u201cSoc una mala persona?\u201d<\/strong> Aquesta pregunta \u00e9s l\u2019inici de l\u2019espot de la nova campanya de publicitat de Nike, amb motiu dels JJOO de Par\u00eds d\u2019enguany. \u201c<strong>Guanyar no \u00e9s per a tothom\u201d.<\/strong> Amb aquesta contundent afirmaci\u00f3 tanca l\u2019espot. No es pot guanyar sempre, per\u00f2 cal intentar-ho sigui com sigui. Cal aprofitar totes les possibilitats i jugar fort. <strong>Perqu\u00e8 si un no vol guanyar, ja ha perdut d\u2019entrada.<\/strong> Aquest \u00e9s el resum del missatge clau de la campanya.<\/p>\n\n\n\n<p>D\u2019aquesta campanya en vaig parlar fa uns dies a La Tarda de Catalunya R\u00e0dio, analitzant temes d\u2019actualitat en clau de marca. Cosa que faig de tant en tant i m\u2019agrada molt.<\/p>\n\n\n\n<p>L\u2019anunci de Nike \u00abWinning Isn\u2019t for Everyone\u00bb, creat per contrarestar les hores baixes que est\u00e0 passant la marca, centra el discurs en la idea que l\u2019obsessi\u00f3 per guanyar \u00e9s una qualitat essencial, per\u00f2 no a l\u2019abast de tothom. Aquesta campanya es dirigeix a tots aquells disposats a fer qualsevol sacrifici per assolir la vict\u00f2ria, i ho expressa a trav\u00e9s de la participaci\u00f3 d\u2019atletes d\u2019elit com LeBron James i Serena Williams, entre d\u2019altres.<\/p>\n\n\n\n<p>Aquest <em>claim<\/em> desafiant esbiaixa els valors de l\u2019esport. El que abans es deia de \u201cl\u2019important \u00e9s participar\u201d queda totalment relegat per aquesta afirmaci\u00f3 desmesurada. Ara, segons Nike, ja no n\u2019hi ha prou amb participar, cal guanyar; si no, no vals. Segons aquest missatge, no hi ha res de dolent a desitjar guanyar, i \u00e9s aquest anhel el que impulsa els atletes a superar-se i assolir l\u2019excel\u00b7l\u00e8ncia. Per\u00f2 ens trobem davant d\u2019un nou cas en qu\u00e8 una marca potent pot estar-se saltant les l\u00ednies vermelles de la publicitat.<\/p>\n\n\n\n<p><strong>Guanyar, s\u00ed, d\u2019acord, i m\u00e9s sent esportista d\u2019elit,<\/strong> per\u00f2 a qualsevol preu? Aquesta \u00e9s la pregunta que molts ens fem en observar com ha evolucionat la competici\u00f3 esportiva en els darrers anys. Amb l\u2019arribada de noves estrat\u00e8gies de comunicaci\u00f3 i m\u00e0rqueting, el focus s\u2019ha anat despla\u00e7ant cap a la vict\u00f2ria com a \u00fanic objectiu, sovint deixant de banda els valors fonamentals que haurien de guiar l\u2019esport. Es posa l\u2019accent en l\u2019exclusivitat de la vict\u00f2ria i es transmet el missatge que el fi justifica els mitjans. Per\u00f2 \u00e9s aix\u00f2 realment l\u2019ess\u00e8ncia de l\u2019esport? <strong>Guanyar, s\u00ed, per\u00f2 a costa de destruir l\u2019\u00e8tica que hauria de ser l\u2019\u00e0nima de qualsevol competici\u00f3?<\/strong><\/p>\n\n\n\n<p>Com a pares, ens esforcem a inculcar als nostres fills valors com l\u2019esfor\u00e7, la dedicaci\u00f3, el respecte cap als rivals i la import\u00e0ncia de jugar net, per\u00f2 sovint ens trobem amb la frustraci\u00f3 de veure com aquests valors queden relegats a un segon pla en les competicions escolars. Les lligues de futbol dels nostres fills s\u00f3n un clar exemple d\u2019aquesta contradicci\u00f3: els nens \u2014i fins i tot els seus entrenadors i pares\u2014 s\u00f3n arrossegats per la pressi\u00f3 de guanyar a qualsevol preu. Es creen situacions en qu\u00e8 sembla que tot s\u2019hi val. <strong>El patrocini i la imatge semblen importar m\u00e9s que el joc net i els valors morals.<\/strong><\/p>\n\n\n\n<p>Ens trobem, per tant, davant d\u2019una dicotomia preocupant: <strong>estem formant els nostres joves esportistes per ser guanyadors a qualsevol preu o per ser persones \u00edntegres dins i fora del camp?<\/strong> \u00c9s responsabilitat de tots, des dels clubs esportius fins als mateixos pares, passant per les grans marques, repensar qu\u00e8 vol dir realment guanyar i com podem garantir que l\u2019esport segueixi sent una escola de valors, m\u00e9s enll\u00e0 de la mateixa competici\u00f3.<\/p>\n\n\n\n<p>Nike sempre ha promogut la superaci\u00f3 personal a trav\u00e9s de l\u2019esport, per\u00f2 ara sembla que s\u2019ha passat de frenada. La seva <strong>\u201cmentalitat implacable\u201d<\/strong>, reflectida en l\u2019esl\u00f2gan \u201cJust Do It\u201d, representava l\u2019impuls de superar els propis l\u00edmits, de cr\u00e9ixer a trav\u00e9s de l\u2019esfor\u00e7 personal i de la lluita per assolir objectius. Per\u00f2 si ara aquest missatge es desvia cap a una obsessi\u00f3 per la vict\u00f2ria a qualsevol preu, pot acabar desvirtuant-se. En lloc de fomentar una superaci\u00f3 personal sana, podria transmetre la idea que guanyar \u00e9s l\u2019\u00fanica cosa que importa, fins i tot si implica comprometre la integritat o l\u2019\u00e8tica esportiva.<\/p>\n\n\n\n<p>Nike, que sempre s\u2019ha distingit per la capacitat d\u2019explicar hist\u00f2ries potents que connecten emocionalment amb el seu p\u00fablic, sovint juga amb la narrativa de la superaci\u00f3 personal, la perseveran\u00e7a i l\u2019aspiraci\u00f3 a l\u2019excel\u00b7l\u00e8ncia. Centrada en el poder de l\u2019individu per aconseguir els seus objectius, recolzant-se en atletes d\u2019elit que encarnen aquests valors, la marca no t\u00e9 por de prendre riscos creatius i sovint aborda temes socials i culturals, cosa que li permet mantenir-se rellevant i connectar amb audi\u00e8ncies diverses a nivell global.<\/p>\n\n\n\n<p><strong>Per\u00f2, en moments de crisi, l\u2019estrat\u00e8gia de comunicaci\u00f3 de la marca pot influir i molt. A favor o en contra. <\/strong>Pot passar, com en el cas que ens ocupa, que posem m\u00e9s foc a les brases. La campanya \u201cWinning Isn\u2019t for Everyone\u201d servir\u00e0 realment a Nike per reafirmar els seus valors i recuperar part del terreny perdut en termes de reputaci\u00f3 i ingressos? <strong>Jo tinc els meus dubtes.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cSoc una mala persona?\u201d Aquesta pregunta \u00e9s l\u2019inici de l\u2019espot de la nova campanya de publicitat de Nike, amb motiu dels JJOO de Par\u00eds d\u2019enguany. \u201cGuanyar no \u00e9s per a tothom\u201d. Amb aquesta contundent afirmaci\u00f3 tanca l\u2019espot. No es pot guanyar sempre, per\u00f2 cal intentar-ho sigui com sigui. Cal aprofitar totes les possibilitats i jugar fort. Perqu\u00e8 si un no vol guanyar, ja ha perdut d\u2019entrada. Aquest \u00e9s el resum del missatge clau de la campanya.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9477","post","type-post","status-publish","format-standard","hentry","category-uncategorized-ca","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>S\u00f3c una mala persona? - Mosaiking<\/title>\n<meta name=\"description\" content=\"La publicitat ha de ser encoratjadora i esperan\u00e7adora. 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