To mark its 50th anniversary Nike revisited one of its most iconic ad campaigns while simultaneously looking to its future with the Twitter release of a minute-long sports and ambassador montage video called ‘Seen It All’ linked to a membership offer and app download drive.
Posted on 15 May on its own social channels, the sportswear behemoth’s anniversary film sees film director, actor and brand ambassador Spike Lee reprise his role as Mars Blackmon alongside Indigo Hubbard-Salk (who both appeared in his film ‘She’s Gotta Have It’) in an ad that asks viewers ‘Think you’ve seen it all?’
The 60-second clip sees the pair playing a game of chess when Lee starts reminiscing about all the great sporting moments he has seen over the years – from Tiger Woods winning Majors to Kobe Bryant winning title for the LA Lakers – while Hubbard-Salk listens before cheekily reminding him of all the sporting super stars who have come since such as hoops star Ja Morant and Japanese tennis player Naomi Osaka.
The commercial closes with the actress telling Lee: “Look OG, no disrespect, I know you think you’ve seen everything, but you ain’t seen nothing yet. Checkmate!” as Nike’s infamous strapline appears on the screen.
Everything we do is to unleash the potential of every athlete. To help you do things you didn’t even know you could do.
It’s our 50th Anniversary. So, we’re kicking off a week of storytelling starring legends of the past and the future who inspire us. Let’s gooooo #Nike50 pic.twitter.com/NetMNqLNQS
— Nike (@Nike) May 14, 2022
An additional strand of Nike’s 50th-anniversary activation sees the sportswear behemoth offer members five days of exclusive online challenges, product drops and experiences via its app and thus incentivises consumers to download the app.
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The Mars Blackmon character appeared in legendary and award-winning Nike marketing in the late 1980s: directing and starring in some of Nike’s best-known commercials alongside Michael Jordan such as the iconic ‘It’s Gotta Be The Shoes’.
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