Tuesday, August 29, 2006

Maria Sharapova is NOT SO PRETTY

Nike just put out a new commercial featuring tennis ace Maria Sharapova. In it, Sharapova is on the move, heading to a tennis match while everyone around her sings, “I Feel Pretty.”

I saw this commercial only once before my friend Tara mentioned it today. We began talking and finally You-Tubed it.

So after we viewed it a couple more times we discussed what Nike wanted to portray with the ad.

Could it be that Sharapova is a good looking chick who must be admired though a TV commercial? Was the commercial’s audience supposed to be men because not everyone thinks she’s pretty? However, I must applaud Nike for getting almost every race to sing Sharapova this West Side Story song.

I mean, she just isn’t pretty! At least to me she’s not. I don’t think her facial features are that great. She has a body, but I just want to scrunch my nose at the thought of her being this super sexy fem.

Besides me questioning her looks, is Nike trying to go forward or backwards in what femininity should mean?

The answer seems to be Maria Sharapova is the embodiment of beauty and we should just sing about how pretty her face, dress, and smile are. Nike is obviously thinking backwards since they are defining what beauty should be in our eyes.

And why did Sharapova agree to do a commercial about her looks? It seems a bit vain. And she almost looks snobbish in the ad as if she’s saying, “I know I’m pretty so go ahead and sing.” I wonder if “Pretty Woman” was another song option.


Nike is playing with the notion she is attractive and then, when she finally returns a serve the crowd and John McEnroe go silent. Oh, yeah, the audience was so entranced by her beauty everyone feel into a hush when, she acted in an un-pretty manner of being competitive, aggressive and a force to reckon with on the court. Perhaps these are unattractive male qualities a pretty girl shouldn’t have?

Its true Sharapova must have won over men and teenage boys by posing for Sports Illustrated’s 2006 swimsuit magazine. They happily sat glued to their toilet seats or laid on their backs on top of their beds. Nevertheless, not all of us are turned on by her beauty. The message (I’m still not sure what it is) is lost in this Nike commercial. Nike, which usually comes up with clean and simple storylines the masses, didn’t make the cut.

Here's the nike commerical if you haven't seen it yet:


Anonymous Tara (The make-up hater) said...

What I think is really interesting about the commercial is the way Sharapova acted throughout it. Despite being comfortable with flaunting her body on Sports Illustrated, yet she seems unfazed by the people making social comments around her, through the "I Feel Pretty" song. She's suppose to come off as aggressive, but she doesn't. You're assessment is right, Nike seems just as confused about what it is trying to convey as the viewer.

9:00 PM  
Anonymous adrienne said...

I think that Nike is marketing confidence -- or the illusion of it, since you can't buy it. Most people buy clothes for selfish reasons; they want to look good to feel better about themselves in some setting or other. Case in point: job interviews. I agree that the emotion from "I Feel Pretty" is like the opposite of aggression. But the song probably grabs attention because it is surprising (and totally awkward).
That said, it's just like Nike to disappoint. I hate commercials.

9:12 PM  
Blogger hostile17 said...

I think she's really pretty, not sure if Nike is going backwards or forwards with the ad, but I do think that she knows she can take advantage of her beauty. Might as well get something now while she can. I'm not sure if she's a snob or not, but she probably isn't saying no to the dollar bills coming her way.

10:00 AM  
Anonymous Anonymous said...

I thinks she's REALLY pretty just like the other 1.5 billion men in the world do. Go MARIA!

6:35 PM  
Anonymous JW said...

i think the message isnt lost at all in this commercial. in fact, i think the message is actually quite clear...

sharapova is pretty. everyone (in the commercial) thinks shes pretty. but when she gets onto the court, the beauty (the singing) stops, and ugly competetive maria shows up.

by the way...They happily sat glued to their toilet seats or laid on their backs on top of their beds.

that is soooo 1990s...theres internet now, and computer chairs have replaced toilet seats. good blog though.

9:15 AM  
Anonymous mikey said...

sounds like somebodys jealous! how dare you say she's not pretty, she's cuter than you are.

10:17 PM  
Anonymous Anonymous said...

This comment has been removed by a blog administrator.

7:55 PM  
Anonymous Anonymous said...

I agree. I don't see the appeal of this girl expect for her talent, but she's Not pretty. Her facial features are nothing special unlike Megan Fox or Alessandra Ambrosio.

7:57 PM  
Anonymous Anonymous said...

I agree. I don't see the appeal of this girl expect for her talent, but she's Not pretty. Her facial features are nothing special unlike Megan Fox or Alessandra Ambrosio.

7:58 PM  
Anonymous Jane said...

I think what Nike is trying to portray in this commercial is that there is much more to a modern woman's identity than just being pretty. While everyone around her sings about her being pretty (and that is all they see until she begins playing), she keeps her eyes on the larger goal of what she can achieve. The singing is just a distraction, which conveys the society's view of women as pretty objects. By being indifferent to the praise, it is as if she is saying - I don't care about being pretty, I am so much more! That, to me, is the very reason she looks snobbish and outright ignores the singing. After all, it is very easy to get lost in the superficial praise and forget that you can be so much more than a pretty face.

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