Nike's break up display show is an epic ode of togetherness
Wieden + Kennedy Portland created the campaign, which consists only of archive material. It cleverly combines different moments from different times in history to highlight the diverse possibilities of sport and in some cases to contribute to changes.
It also looks at recent events and shows how people around the world have managed to continue playing despite the closure of stadiums and fields. Everyday people are shown alongside familiar faces, including Caster Semenya, Cristiano Ronaldo and Serena Williams.
It is an impressive adaptation and contains a much needed positive message about the resilience of people in difficult times.
The ad has also seen a storm online, perhaps because it meets a very current need for engaging, epic ads that reflect current global events.
Nike isn't the only big brand to focus on coronavirus this week: in this Coca-Cola spot called Open Like Never Before, George the Poet talks about how positive changes could result from the pandemic.
Credits:
Agency: Wieden + Kennedy Portland
ECDs: Jason Bagley, Eric Baldwin
Creative directors: Alberto Ponte, Ryon O’Rourke
Creative: Dylan Lee, Naoki Ga
Production company: Pulse Films
Publisher: Peter Wiedensmith, Jessica Baclesse
VFX company: A52
Sound design: joint
Music: Cowboys in Japan