The latest dramatic Nike commercial celebrates what we all breathe…..air (and, of course, the trainers).
A new ad promotes Nike VaporMax Air sneakers and is fronted by a blend of professional sports stars from the Nike sponsorship stable and amateur athletes all gasping for oxygen as they exert themselves.
The 60-second spot starts out slowly, as each athlete prepares for the exercise at hand: a lift, a run, a swim, a throw…..
As the spot’s narrative arc plays out, they are all soon puffing and grunting as they up the work rate, before a final big breath is taken to the cheers of a crowd as they meet their own personal goal.
As the spot closes, the ad’s “Air moves you” tagline appears and a pair of VaporMax Air shoes bounce through the frame and a jogger heads off down a damp street.
The message is basic: Everybody breathes, but how to do it is especially important for all athletes, while Nike’s shoes are as good as the oxygen that fills your lungs.
It is supported across all the usual Nike channels and platforms.
In every step. With every breath. #airmovesyou
Sound on.pic.twitter.com/O79rImWETh
— Nike (@Nike) February 9, 2018
Amongst the Nike athlete endorsers featuring in the ad are US track and field athlete Deajah Steve, NBA player Giannis Antetokounmpo, pro surfer John John Florence, Paralympian and triathlete Sarah Reinertsen and snowboarder Sani Alibabic.
Created by usual Nike agency Wieden + Kennedy Portland, the creative team itself describes the ad as “an ode to the elemental force that pushes every athlete forward”.
The Wieden + Kennedy Portland team included creative directors Alberto Ponte, Ryan O’Rourke, Chris Groom and Antony Goldstein, creatives Tim Arts, Stefan van den Boogaard, head of production Matt Hunnicutt, senior producers Erin Goodsell and Jake Grand, plus producer Mauricio Granado, associate producer Emily Knight and business affairs duo Amber Lavender and Rylee Millerd.
In the W+K Studio for the spot was Chris Streger, the creative manager was Shannon Hutchinson and the account team included Chris Willingham, Vanessa Miller, Anna Boteva and Simone Jackson.
Media and comms was run by a group including Danny Sheniak, Reme DeBisschop, Emily Dalton, Stephanie Campbell and Graham Wallance, strategy by Andy Lindblade and Henry Lambert, traffic was handled by Tim Bell and Maggie Harasyn, the production company was Anonymous Content, VFX came from The Mill and the music company was Walker.
Comment:
It’s another classic, stylish and motivational Nike montage commercial: clever pacing builds the drama towards a climactic finish that if followed by a clear message.
The camera work and sound design are clever.
But we can’t help feeling that we’ve seen this type of sportswear spot before
Links:
Nike:
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
Wieden + Kennedy Portland
http://www.wk.com/work/from/portland
