It’s not everyday that an ad campaign actually hits the target dead on and gets the visceral reaction that the agency had hoped for, but Nike seems to manage to consistently do this better than most.
The cinematography and editing is simply amazing in this 60-second spot, showcasing the skills of some of the top athletes in the world, where Nike simply asks you- if you get knocked down, how quick are you going get up?
From the press release:
“Everybody gets knocked down, how quick are you going to get up?”
Nike’s new short film, Human Chain, celebrates the intensity, dynamism and determination that connects athletes in all sports and motivates them to inspiring performances.
From Lance Armstrong on his bike, to a six-year-old studying martial arts, movement is the universal language that connects the athlete in everyone. It’s a language of beauty, drama, tragedy and triumph.
The 60-second film launched February 12th in the United States and features Oscar Pistorius, Sergio Aguero, Deron Williams, Maria Sharapova, Mike Spinner, Quinton “Rampage” Jackson, LaDainian Tomlinson and Lance Armstrong alongside lesser known athletes as they all connect in one continuous chain of motion.
The acclaimed UK band The Hours’ “Ali In the Jungle” delivers the soundtrack and Wieden+Kennedy, Portland, was the creative agency.