ADVERTISING
New Nike Spot Just Doesn't Do It
Nike has produced a new 'Just Do It' TV spot for the Beijing Olympics titled "Courage." Today's athletes? Courageous? Please, more like Coddled. It opens with a title board that reads: Everything You Need Is Already Inside. I'm sure the people of Tibet and Taiwan will find it very inspiring. AdWeek and AdAge posted articles on it yesterday that were basically expanded press releases for the $16 billion company. The commercial, which includes 31 "Nike athletes," is admittedly wonderfully edited (It ends with footage of double amputee South African sprinter Oscar Pistorius). The soundtrack is provided by bland band The Killers' and their song "All These Things That I've Done"—which features the refrain "I've got soul but I'm not a soldier." How profound, and perfect for China! Watch the spot, and tell me what you think. I think it feels too much like a hastily thrown together Nike ode to Nike. I would expect better for the Olympics.
by Copyranter on July 18, 2008
Comments (5)
perhaps the jolts used throughout the video are really an allusion to torture? perhaps not. there are far too many shoes to be outsourced for any conceptually disguised criticism.
Posted by e.howes | July 18, 2008 2:56 PM
31 Nike athletes and not a single Dominican!!
In your face Dominicans!!
Posted by fd | July 18, 2008 2:57 PM
Ironic that an ad that claims, "Everything You Need Is Already Inside," features a number of athletes known or suspected of using performance enhancing drugs. I can't believe that's an oversight. Maybe a giant Fuck You to those who don't worship at the altar of win at all costs?
Posted by some guy | July 18, 2008 5:27 PM
This is one of the rare times I've disagreed with you.
I think its a terrific ad, and being (ahem) over 35 the choice of that particular Killers track actually resonated strongly with me. Most of their stuff is one step above One Republic I agree, but that song is about beginning to look back and that's what the ad is about. (being a cynic: I'm certain it researched well) At least they didn't use those Arcade Fire fuckers.
PS: Look for the stutter edit to be this year's white flash/freeze frame.
Posted by mtnz | July 18, 2008 8:45 PM
Oddly enough, the thing that bothered me most about the ad is that it was interspersed with crap like toddlers attempting to walk and buffalo herds running across the plains and a creepy hand puppet. WTF?!
I think I would have been fine with the ad (hell, even the music) if it really was just clips of athletes... instead, it just looked looked like a bad student art project. A bad high school student art project.
Posted by Vega | July 25, 2008 6:42 PM