A head of the 2018 Berlin Marathon Nike launched a powerful motivational tribute to Eliud Kipchoge: a promotion that predicted he would make history ahead of the race.
The spot, part of the brand’s ongoing, umbrella ‘Just Do It’ anniversary series (see case study), turned out to be perfectly timed as the brand endorser went on the best the previous fastest marathon record by a significant 78 seconds.
The contemplative and hypnotic short film, developed by agency Wieden & Kennedy and shot by Isaiah Seret of Biscuit Filmworks, revolved around the steady, unerring sound of trainer pounding the pavement accompanied by a motivational affirmations scroll in parallel lane paint.
The commercial debuted on television on 17 September and also featured across all the usual brand channels: including YouTube,
Instagram,
and Twitter.
Don't just be the fastest marathon runner in the world. Be the fastest in history. #justdoit @EliudKipchoge pic.twitter.com/jGcoNy3Wsy
— Nike (@Nike) September 15, 2018
Just 48 hours later, Kipchoge broke the marathon world record in Berlin: completing the 26.2 miles in two hours, two minutes and 57 seconds – an average speed of 12.78mph.
Thinkg about that: a 4:38 mile 26 times in a row without a break.
Nike reacted with responsive creative within minutes of the race finishing.
Yesterday, 2:01:39 seemed crazy. Today, it’s the marathon world record. #justdoit pic.twitter.com/dm7JeOCPqN
— Nike (@Nike) September 16, 2018
Comment:
Kipchoge was the spearhead of the trio of athlete ambassadors attempting the impossible marathon goal in Nike’s 2017 ‘Breaking 2’ project (see case study).
This latest record, of course, brings him (and Nike) closer to the eventual goal of breaking the iconic two-hour marathon barrier.
‘Breaking2’ created optimal conditions for Kipchoge, plus Eritrea’s Zersenay Tadese and Ethiopia’s Lelisa Desisa, to see if it could be done and he fell just 25 seconds short of the elusive goal (see case study).
How long will the new record stand?
After all, the two-hour goal seems than ever now.
Links:
Nike
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
Wieden & Kennedy
