Nike and Wieden + Kennedy create amazing advertisements. It’s no secret the global behemoths put out exceptional work and captivating content regularly. But, Nike’s “Nothing Beats a Londoner” video from early February is my favorite piece of brand content in months.
In typical Nike fashion, the video features countless sports stars including Harry Kane and Alex Iwobi. The video also focuses on Skepta, a U.K. rap artist. The video’s pace and ambiance sets it apart from Nike’s traditional material. It’s over three minutes long, but the shots, composition and dialogue make it seem like a rapid-fire mixture of brilliant ideas. New Nike products are shown, but the focus is more on the distinct nature of Londoners and their athletic activities. The ad attempts to communicate that Londoners are a tough breed and their collective attitude is exemplified in sports by a businesslike, determined nature. The video proposes the average person doesn’t have what it takes to make it in London. It follows people outdoing each other and proving his or her athletic feat is far more difficult. Similar to most Nike advertisements, the feature targets everyone with a body and minor athletic prowess. A wide array of different ages and ethnicities are featured with a miniscule focus on the products. I think the ad is extremely effective in communicating its message. Serious competitors wear Nike, professional or not. London is filled with hardcore, passionate athletes and they choose to support Nike. The ad’s creativity is insurmountable, and it’s a pleasure to watch. The fast cuts and varying camera angles would fit better in a 90s action movie, but the cinematography is perfectly executed. Unexpected transformations and events unfold, but it’s all relevant to a no-frills sportswear company. A skeleton biker gang chases a woman as she jogs through a dark neighborhood. The next moment a soccer manager sits in the clouds like a mythological god and strikes a player with a lightning bolt. Afterward,a skinny adolescent fights back against his bullies and transforms into a giant monster made from clay. Overall, the ad was a brilliant culmination of interesting camera angles and captivating dialogue. I wish more brands would take a risk and create fun, unique content like Nike and Wieden + Kennedy.
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AuthorMax Theriot Archives
November 2019
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