Nike re-defines greatness

Nike copywriting

If you’re tired of watching CGI footballers and sportsmen bouncing balls across the neighbourhood/plane/planet, you are probably ready for Nike’s wonderful new ad (which I was not involved with, by the way – I’m simply celebrating beautiful work).

It’s incredibly simple and, I’d venture to say, inspiring. It brings the whole issue back to personal achievements at a time when most brands focus on bombast and sound effects, which is another way of saying “shock and awe”.

Shot in one simple take, this ad will probably become a yardstick in terms of execution and impact. The long, unedited image and the copywriting in the voice-over work well off each other, as we slowly understand who that figure on the horizon is.

Does anyone know who the director and agency are?

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