Monday, October 13, 2008

New W&K Nike Ad



Not everything out there can be low-key and credit-crunchy. There has to be room for a bit of chest-beating sometimes, no?

And I'm still just a sucker for those big Nike ads. This one's directed by David Fincher, and has a nice respect-for-one's-opponent spin on the machosity.

50 comments:

Anonymous said...

It leaves me as cold as a fish finger in the frozen food isle.

Perhaps it's because I'm neither American nor a man.

Or perhaps it's because it's poop.

Anonymous said...

Beinging neither American or a man also, i find this rather like watching the Swayze film GHOST.
It looks lovely, momentarily warms your heart...but ultimately still leaves you dead at the end, no matter how many times you watch it!

D0mth0ma5 said...

Personally i think its a great advert, the rugby player in me particularily can relate to it. It may not be for all, but it certainly draws a bond with those who have any sort of similar experiences.

Anonymous said...

i like it a lot

i was trying to work out: is this for a running back or a linebacker

it was a nice twist to see both.

Anonymous said...

AAA+++ great seller. would buy from again.

Anonymous said...

It feels like nike running backwards.

Anonymous said...

i like the film. But 'leave nothing' is a pants line.

It reminded me of some recent American Visa work for the Olympics.
the line was 'Go World'. I hate the bubble in which American lives and i am the prick who's gonna burst it.

Did i just call myself a prick?, aww sheeeet.

Anonymous said...

Hey yeah, i was trying to work out whether it was for a running back or a corner back before i realised i didnt give a fuck

Anca Radu said...

It reminded me of “This Is England”, where Art Direction is pushed towards Sound Direction. It is quite the same technique here, no extreme image work and very little communication between image and sound – there’s a reason for that. Psychologically speaking, the brain translates this into restricted access to the action. The viewer is behind a glass wall and since the ad addresses competition lovers, who cannot accept being held back, the backstage strategy seems to induce sort of a frustration you can now get rid of.

steve said...

I know the budget is big so they can afford to do good stuff but nevertheless this is another really good piece of work. Even if it's not world beating, it's better than pretty much everything the people on this blog are 'creating' and hailing every day. For the target audience of this ad - the sportsman, probably male - the insight that 'you were born to do this' resonates hugely. It's not nike's best...but, damn, they know what it means to tell a great story. And it kicks in the plums that terrible Hovis thing (a great example of agency and client just not 'getting it' when it comes to emotional story telling)
My only issue with this spot....the music is a bit weak.

Anca Radu said...
This comment has been removed by the author.
Anca Radu said...

@steve: that's what I was talking about, disconnecting the music -- that's how you induce that short term frustration worth solving.

Anonymous said...

Fucking brilliant.

Fucking great direction.

Fucking great use of Spaghetti Western style music.

Fucking emotionally resonant.

Don't get it?

Fucking halfwits.

Anonymous said...

It's not though is it

Anonymous said...

brilliant. And Im not american and dont like american football.
But maybe Im biased, they already had me with the ennio morricone's track.

Anca Radu said...

see? they really are incredibly proficient at beautifully manipulating through the use of music. Thanks for bringing arguments, 3:56!

facu said...

nike´s way of telling stories has transcended. w+k, <3 that.

john woods said...

Leave nothing (to chance). Good.

rhayter said...

Yet another in a long line of great ads.

Anonymous said...

http://www.youtube.com/watch?v=GX_5tzwVz3I

Line doesn't work? Morons.

Great campaign.

Anonymous said...

s'alright....

Anonymous said...

I'd like to see an even longer timelength version, it's weird – it feels a little crammed.....even at 60"....

Anonymous said...

Same old for me...

I'm waiting for Nike to do something truely different. It looked nice, sounded great, box ticked, box ticked, but there's just a little bit of magic that's missing.

Entertaining ad though, i just want something different for a change.

Paul said...

Yawn

Sell! Sell! said...

I like it.
It's classic story of ambitious kid working hard to become great athlete.
And it's really well made.
It works on me. Obviously it's not going to connect for everyone. But then who want bland generalnessness? (well not me anyway)
Hats off.

Anonymous said...

isn't this essentially just the american version of the football ad in 1st person we had here a few months back?

Ben said...

That's great.

Really well shot. Gets there without trying too hard.

Anonymous said...

Fucking awesome. Although I'm not sure people's reading of the line is right - isn't it 'Leave nothing (in the locker-room)' rather than 'Leave nothing (to chance)'? Detailed planning seems like a slightly off-kilter nike exhortation. It's a beautiful piece of film though.

Anonymous said...

the line is an abbreviation of the american football-ism: Leave nothing on the field. ie, give 110% and all that lark.

took me ages to realize this is the story of two kids who meet on the field. it's undeniably cool though.

Aaron said...

thanks to anon 8.10 . . . that line's been bugging me.
this ad is terrific. a simple story, executed with flair and panache.

Creative Park said...

Leaves me with all the right feelings, good story and highlights good sportsmanship.

It's definitely has a done before Nike feel to it but it's done so well that I don't care.

Chris Gough said...

Absolutely fucking brilliant. Full stop.

Anonymous said...

Hate to be a pedant, but it's not 'Leave nothing on the football field'. You're supposed to leave everything on the football field - i.e. you have nothing left when you come off it. You 'leave nothing in the locker room' - i.e. take 110% on to the field. And no, it doesn't really matter - but it matters a bit. And I don't really hate to be a pedant.

Anonymous said...

And yes, it is absolutely fucking brilliant. Ellipsis.

Anca Radu said...

To sum up today's controversy, we should be grateful to all those expressing negative opinions about this ad and to the ones doubting the strategy behind it -- you make the online world a very nutritious place for virals.

To all those using the word "brilliant" or other meaning related words: you deserve flowers. While we're wondering if it's good or bad to have ads especially designed for festivals, some others worry more about finding not a balanced/safe concept that usually leads to mediocrity, but a versatile strategy to brilliantly cover all the basis: they have come up with a very subtle story to provide exotic food for any jury and they have offered the regular viewer a nice atmosphere and an inviting sportsmanship based competition that still stands even if you don't figure out the story line. Reverence.

Anonymous said...

Who the fuck is this anca radu guy? More interesting comical jibberish coming out from him than this distinctly average nike ad.

Anonymous said...

ancu is out of his depth.

The Ego said...

F...ing cool!

Bentos said...

I think it would be more meaningful to me if I recognised the two players involved, which I'm sure the target market will, so I think it works very well.

'Leave nothing', I'm sure, is a reference to 'leave nothing on the pitch' meaning don't come off the pitch with anything left in the tank, don't die wondering. Any sportsman will understand that.

Anonymous said...

hey where did all the yanks come from?

I like this movie but i preferred the soccer spot... NOT

Sell! Sell! said...

Anca, are you Sacha Baron Cohen?

Anca Radu said...

only if I accept a sex reassignment surgery. But I'd still be only 25% Jewish.

shakespeare once said...

don't yearn to have come up wiffit

Anonymous said...

Bentos, you may be sure, but you're wrong. Leave nothing on the pitch doesn't make any sense. You want to leave everything on the pitch, because you've given your all, and you come off it with nothing left. You want to leave nothing in the locker room, because you want to bring everything you've got the pitch, so that you can leave it all there.

And I KNOW this doesn't matter, it's just bloody irritating. Hell, maybe the fact that nobody seems to understand the line is a black mark against the ad. I still think it's fucking awesome.

Bentos said...

Well if that's the case, anonymous, everyone in my rugby team gets it wrong every week.

Running it through in my head..'leave nothing on the pitch'..no, that's definitely it.

Anonymous said...

I think you guys may be in danger of what is commonly referred the here in the UK as 'overthinking', not something normally associated with those in the USA.

The phrase 'Leave nothing' is simply an antonym of the more common phrase
'Give Everything'
Thats it end of argument, case closed, lets pack up and go home shall we.

Anonymous said...

this is very nice work, if you can't recognise that you're either a suit, a halfwit or about to be fired for being pants.

ewarwoowar said...

It's just a telly ad though, isn't it? ;-)

Sell! Sell! said...

^^ *sighs* ^^

john woods said...

OK, didn't really blow me away.

Why do these named guys do commercials, taking work away from equally talented directors who actually need the work?

Like Michael Douglas or Morgan Freeman doing voice-overs. WTF?