Nike acing an emotional advertising campaign is perhaps as common as Serena Williams dominating a tennis match. Every time you watch the two, you know they are going to push the boundaries. You always look forward to seeing them again, with the same determination that they have portrayed all these years. Yes, consumers have indeed come to expect the tone out of every new Nike ad. But, it’s always a challenge to hold the attention, let alone the hearts and minds, of so many people so effectively. That’s Nike for you. They ‘Just Do It’.
The Message
Around the world, people are embracing a new normal. Not just in the context of the COVID-19 pandemic, but also in terms of dismantling racism, advocating for inclusivity and diversity. Nike uses all these themes to create an astonishing campaign titled “You Can’t Stop Us”. The one and a half minute clip is narrated by American soccer star Megan Rapinoe and features 53 athletes from 24 sports. The list includes some of the most iconic Nike sponsored players such as Serena Williams, Christiano Ronaldo, LeBron James, Colin Kaepernick, and Rapinoe among others.
The ad talks about the unifying power of sports. “No matter how bad it gets, we will always come back stronger,” says Rapinoe in a poignant voiceover. Together, we all have a responsibility to change the world and sports gives us hope to bring about that change.
An Editing Masterpiece
The latest advertisement has been created by Wieden+Kennedy, a Nike-regular that has been the agency behind several iconic Nike ads. The highlight of Nike’s advertising masterpiece is the way it has been filmed. How do you create an editing marvel amid a pandemic? Some 4,000 video clips were shortlisted from the archives. Among them, 72 action sequences were selected and molded together in a split-screen where athletes on both sides mirrored each other to blend together as one.
The Result
The ad film, which reminds us about the possibility of a better future, is Nike’s third in the eponymous campaign. It’s creating waves on social media with users praising Nike for its artistic brilliance and powerful message. Till Sunday evening, it had been watched by more than 32 million users on Twitter and 30 million users on YouTube. Yet again, Nike hit the spot and in the most unique fashion!
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