Nike - Short a Guy #TakeonTJ - (2015) :90 (USA)

As fast-paced and playful as Nike Tag from long ago, this ad shows a young man who is expected to be "the one guy short" in practically every team and every sport, ever. Famous athletes like Mike Trout, Garrett Richards, Misty May-Treanor, Miles and Lyle Thompson playing lacrosse, Mia Hamm, Andrew Luck, and Anthony Davis are all "one guy short" on their team, and the kid who responds to "hey kid" is more than willing to change gear and jump right in to pickup the slack. From basketball to running a 10K, from baseball to ... Sumo wrestling? No, Nike does not sponsor any sumo wrestlers, instead he'll play beach volleyball, lacrosse, soccer and even rugby. That could get hairy for a scrawny kid so he wisely runs away and ends up right back where he started - but now his old basketball buddy is Anthony Davis.

The soundtrack "Surfin' Bird" by the American surf rock band The Trashmen from 1963 carries the quick cuts and repeated changing into new Nike gear very well, it's infectious and fun. However, the song has been used as a running joke on Family Guy, so to the ears of the target market it may sound more like a joke than cool, which is slightly off-Nike tone of voice. Usually Nike has the perfect song for every ad, and more contemporary than old-school. Nike wants this ad to carry a social media effort with it, #TakeonTJ where "TJ" is that guy in any sport you want to beat.

Client: Nike
Project: North America Gear Up/ "Short a Guy"
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Chris Groom, Stuart Brown
Copywriter: Derek Szynal
Art Director: Jason Campbell
Producer: Ross Plummer
Executive Agency Producer: Matt Hunnicutt
Strategic Planning: Andy Lindblade, Brandon Thornton, Reid Schilperoort
Media/Comms Planning: Daniel Sheniak, Reme DeBisschop, Brian Goldstein, Emily Graham
Account Team: Karrelle Dixon, Jordan Muse, Corey Woodson, Shinya Kamata
Business Affairs: Dusty Slowik
Executive Creative Directors: Mark Fitzloff / Joe Staples
Production Company: Imperial Woodpecker
Director: Stacy Wall
Executive Producer: Doug Helbert
Line Producer: Matt Wersinger
Director of Photography: Jon Lynch
Editorial Company: Work, LA
Editor: Rich Orrick
Assistant Editor: Clay Doggett
Post Executive Producer: Marlo Baird
VFX Company: Joint Editorial, Portland
VFX Supervisor: Alex Thiesen
Flame Artist: Katrina Salicrup
VFX Producer: Rebekah Korebel
Music+Sound Company: Barking Owl
Sound Designer: Michael Anastasi
Song: Surfin' Bird, The Trashmen
Producer: Whitney Fromholtz
Mix Company: Lime Studios, LA
Mixer: Loren Silber
Producer: Susie Boyajan

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