The VO guy totally loses his shit in this charming and at times very funny Nike spot. It's 2:26 seconds and shares the same everything-but-the-kitchen-sink math as Write The Future. It gets out the Bro Bludgeon, pummeling you with noise and action.
It features amateur athletes and professional athletes from all sports as well as Katana from Suicide Squad (side note: don't believe the critics. Suicide Squad is great after the first half hour, which desperately needed another edit.) Where was I? Oh, right. So there's a voice over from Oscar Isaac that starts all quiet and making a point about athletes didn't start great, they all suck and with tons of practice they become great, so keep reaching for the stars. The amateur athletes break the fourth wall every so often in a way that reminds me of something Apple would do for the iPhone. All very light. But then suddenly with an outraged "that was my tagline," from Isaac, a gymnast actually bursts through the tagline, breaking the fourth wall for good. Enter: All the big athletes Nike pays big bucks for, and it gets more and more over the top and out of control.
When the voice over whines 'Why is no one listening to me?" I felt like the answer was staring at me from somewhere beneath the roller coaster ride. You can have one athlete riding a car of crash test dummies to help set up an impressive dunk for another athlete, and can have fantastical movie tie-in sword fight, and take me a long journey where people jump off cliffs and skateboard down impressive rails, but the message of "there are no limits so keep pushing, and go for your dreams" isn't saying anything we haven't heard before. This spot finds itself in a quandary. For all its whiplash charms and impressive eye candy, it all feels oddly familiar.

Client: Nike Agency: Wieden + Kennedy. GCDs: Alberto Ponte, Ryan O'Rourke Interactive Director: Dan Viens Copywriter: Edward Harrison Art Director: Susan Land Global Executive Producer: Matt Hunnicutt Senior Agency Producer: Ross Plummer Agency Post Producer: Shelley Eisner Agency Production Assistant: Emily Knight Digital Producer: Keith Rice Art Production: Amy Berriochoa, Krystle Mortimore, Jennifer Spillers Project Management: Christina Kim Studio Design Manager: Alicia Kuna Studio Designer: Edgar Morales Retoucher: Frazer Goodbody Motion Production, Design: Tori Herbst, Carlos Enciso Strategic Planning: Andy Lindblade, Nathan Goldberg, Brandon Thornton, Reid Schilperoort Media, Communications Planning: Danny Sheniak, John Furnari, Brian Goldstein, Jocelyn Reist Account Team: Chris Willingham, Alyssa Ramsey, Corey Woodson, Anna Boteva, Carly Williamson Production Company: Prettybird Director: The Daniels Executive Producers: Ali Brown, Suzanne Hargrove Line Producer: Jonathan Wang Director of Photography: Larkin Seiple Production Designer: Mark Snelgrove Editing: Rock Paper Scissors Editor: Angus Wall Assistant Editor: Lauren Dellara Post Producer: Chris Noviello Executive Post Producer: Helena Lee Visual Effects, Color: Mill, Los Angeles 2D Lead Artist: John Leonti 2D Artists: Brad Scott, Alex Candish, Peter Sidoriak, Rob Winfield, Joseph Zaki, Tommy Smith, Daniel Thurreson, Glyn Tebbutt, Greg VanZyl, Tim Bird, Jake Albers, Sam Evenson, Don Kim, Jake Albers, Adam Lambert Matte Painting: Andy Wheater, Jie Zhou Art Support: Dylan Streiff, Gary Marschka Visual Effects Supervisor: Will Lemmon Colorists: Greg Reese, Adam Scott Color Producer: Thatcher Peterson Music Track"Never Die" by FNDTY Music, Sound, Mix: Lime Studios Audio Mixers: Rohan Young, Jeff Malen Audio Assistants: Ben Tomastik, Lisa Mermelstein Executive Producer: Susie Boyajan
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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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