Nike is selling maternity attain with a strong new advert
Nike's latest ad aims to launch the new Nike (M) maternity collection. However, like the sports brand's commercials, it carries a deeper message that indicates concerns women may have about the ways their bodies may change during pregnancy and postpartum.
The film, entitled "The Toughest Athletes," asks whether motherhood and exercise can be successfully combined, and shows star changes of more than 20 mothers at various stages of pregnancy and after childbirth, including everyday athletes as well as Alex Morgan, Perri Edwards and Bianca Williams, Shelly-Ann Fraser-Pryce, Nia Ali and of course Serena Williams.
The spot begins with the question “Can you be an athlete?” And shows pictures of women who play sports during pregnancy and after childbirth, as well as intimate shots with their babies and children. The ad was filmed during the global pandemic and includes footage captured of the featured mothers and their friends and families. The recordings are rotated via zoom.
While some of the images in the ad contain levels of athleticism beyond that of most women – pregnant or not – the voice acting is broader and suggests that being in tune with your body is just as important as an athlete or "being someone who gets it done no matter what".
Credits:
Agency: Wieden + Kennedy
ECDs: Tony Davidson, Iain Tait
Creative Director: Paddy Treacy
Design Director: Aaron Skipper
Creative: Molly Wilkof, Derek Lui, Jordan Dinwiddie
Editing the house: Cropping the editorial
VFX: Time-Based Art