"You push yourself to the limit for your sport. Like Tahra. We gave her the latest gadgets to measure her performance. But Tahra is no athlete. You like to suffer in sportswear. Nobody likes to suffer for your sportswear." The misdirect in this spot is strong as it is heartbreaking. What seems like a spot for Nike is actually an undercover experiment to determine just hot much textile workers in Asia suffer to make your clothing. Those part of running pants you bought for 80 bucks? The person who made them earns a fraction of that amount. Six days a week they work in stifling heat and horrible conditions, but their "performance," in meeting the demand is worthy of any athlete as much as it is unconscionable.
To make sure this spot was accurate, Boondoggle outfitted a real textile worker in Cambodia with several fitness gadgets to measure the temperature, her heart rate, and the amount of calories burned. The spot ends with a call to action: sign the Clean Clothes petition at CleaneKleren.be to pressure sportswear brands to start using safe factories for their clothing production instead of sweatshops.

Client: Wereldsolidariteit
Agency: Boondoggle

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

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