Nike - This is us (2017) :60 (Turkey)

The execution of visual contradictions in the opening edits of this ad amuses me, but it looses steam half way through. The "pretty girl" ruins a photo with her boxer-guard, and the "fragile hands" baker is powdering to lift weights. The blond is kickboxer is Funda Diken Alkayış, while the weight lifter is Elvin Levinler, an actress who stays fit. Then Esra Gökçek walks into the scene flipping the jewelry to medal bling, she's a gold winning Turkish Triathlete who tells us that we look good in gold. It's tennis player İpek Soylu who refuses to keep quiet on the court. The Turkish dance crew Dans Fabrika Dancers headed up by Çisil Sıkı are the ones who laugh in public, while another actress, Dilan Çiçek Deniz steps right through a tiny set. The VO is done by Ezgi Mola while Turkish National Basketball Team star Işıl Alben is seen in one of the transitions.

So while I love the contrast between what is said and what is done, it wears thin pretty quick for me, and the Beyoncé soundtack is so predictable I gagged. Not every transition is as good as the first three which is a shame. On the other hand I was never a fan of celebrity advertising and this is more actress than athlete in that regard. For all I know Beyoncé might be as popular in Turkey as these actresses are right now. I much prefer the tone in What will they say about you and What girls are made of, as it seems closer to the universal insight than this execution.

Ad agency: WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director : Mark Bernath, Eric Quennoy
Creative Director : Craig T Williams, Al Merry
Art Director : Zeynep Orbay, Tunç Topçuoğlu
Copywriter : Bern Hunter, Annika Taneja

PRODUCTION COMPANY : ACADEMY FILMS
Director : US - Christopher Barrett, Luke Taylor
Director of Photography : Alex Barber
Producer : Medb Riordan
Executive Producer : Simon Cooper

EDITING COMPANY : THE ASSEMBLY ROOMS
Editor : Vid Price

AUDIO POST : WAVE STUDIOS
Sound Designer/Mixer : Alex Nicholls-Lee

MUSIC : Artist / Title
Beyonce “Run the World (Girls)”
Label : Columbia/Sony
Publishers : Warner Chappell/Sony ATV/Songs Publishing/BMG Chrysalis
Music Company : Massive Music

POST PRODUCTION
GLASSWORKS AMSTERDAM
Flame
Thiago Porto
Colorist : Daniel De Vue, Matt Hare
Producer : Dave Moore

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