Michael Jordan. The name alone evokes images of soaring dunks, game-winning buzzer beaters, and undeniable basketball greatness. But Jordan’s impact extends far beyond the court. His iconic 2008 “Maybe It’s My Fault” commercial was created by Wieden+Kennedy New York. It is a masterpiece of marketing. The commercial transcends the realm of sports apparel. It speaks to a universal truth: success is earned, not given.
Pathos and Ethos: A Winning Combination
The commercial is a masterclass in using rhetorical devices to connect with the audience. It heavily relies on pathos, the appeal to emotion. Soft music and evocative visuals transport viewers to Jordan’s humble beginnings. We observe a grueling workout routine. There is a bare-bones weight room and a simple dorm room. This is a stark contrast to the image of a superstar athlete.
Ethos, the appeal to credibility, is another powerful tool employed. Michael Jordan himself is the commercial’s centerpiece. As arguably the greatest basketball player of all time, his presence lends immense credibility to the message. Even without explicitly mentioning Nike products, his association with the brand subconsciously builds trust in the minds of young athletes.
Beyond the Product: A Message of Motivation
The commercial’s brilliance lies in its ability to go beyond promoting a product. It delivers a powerful message of motivation. Jordan’s voice, filled with wisdom and a touch of melancholy, challenges viewers to re-evaluate their approach to success.
He questions the “maybe it’s my fault” mentality, the tendency to blame external factors for shortcomings. Instead, he advocates for a growth mindset, emphasizing the importance of hard work, dedication, and overcoming obstacles.
A Legacy of Inspiration
The commercial’s impact is undeniable. It resonated with young athletes, inspiring them to push harder and chase their dreams.
It transcended generations, offering a timeless message about perseverance and self-belief.
The Transcript Michael Jordan:
“Maybe it’s my fault.
Maybe I led you to believe it was easy,
When it wasn’t.
Maybe I made you think my highlights started at the free throw line,
And not in the gym.
Maybe I made you think that every shot I took was a game winner.
That my game was built on flash, and not fire.
Maybe it’s my fault that you didn’t see that failure gave me strength,
That my pain was my motivation.
Maybe I led you to believe that basketball was a God given gift,
And not something I worked for,
Every single day of my life.
Maybe I destroyed the game.
Or maybe,
You just making excuses.
Jagged with Jasravee, the Marketing Show 
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