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?
UPDATE: I’ve changed the video to include all the “episodes” (if I can call them that).
I just came across a piece on the ad, which was done by Wieden + Kennedy. You’ll find it – and a comment from me – here: http://www.adweek.com/adfreak/nike-looking-greatness-ordinary-people-and-places-142207