I’ve just come to a startling realization: Nike’s iconic “Just Do It” slogan and I are the same age. That’s right. At 25 years young, the phrase “Just Do It” is part of our vernacular and culture, and clearly Nike shows no sign of slowing down. The brand’s latest spot – “Possibilities,” created by Wieden+Kennedy– issues a challenge to the masses: chase down your dreams, test your limits, set new goals, and take on the legends. Trust me: the fastest I’ve run in years was to a nearby buffet line. Even I was motivated to get out there by director Nicolai Fuglsig’s beautiful and inspirational film. For the slogan’s 25th anniversary, Nike really pulled out all the stops, as Sam Thielman notes for AdWeek:
“The dance party, the marathon, the blacktop, the table-tennis room and the football game all have a surprisingly large number of extras involved, and then there’s the use of actual sports stars to put the cherry on the whole thing. It’s a massive undertaking by W+K, and director Nicolai Fuglsig manages to keep the whole thing fluid not merely by having the lead actors dress the same way from fantasy to fantasy, but by editing the shots together so that they switch over in the middle of a pan.”
See for yourself.
While the average viewer and I may not be oozing with talent, the spot itself is. Bradley Cooper narrates over cameos by actor Chris Pine, world tennis #1 Serena Williams, footballer Gerard Piqué, boxer Andre Ward, and the NBA’s Most Valuable Player LeBron James.
“Possibilities” even extends the #justdoit mantra to the Nike+ digital ecosystem, where its 18 million global users can take part in a series of Nike+ Running and Nikefuel challenges. Through these Nike+ challenges, which take place from now into September, Nike+ users will be tasked with new goals, like running a marathon in a week or taking on Nike stars in various fitness activities.
For years, Nike has been building a brand on the idea that anyone can unlock his or her potential by getting out there and just doing it every day. If only we could all be so iconic at 25.
Originally posted on the Advertising Week Social Club by yours truly here