MAM

Nike's spectacular split-screen film captures imaginations

The ad also features a scene of the India women’s cricket team.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/04/campe.jpg?itok=qBt-MWDv

NEW DELHI: Over the last few years, Nike has been embracing the culture of diversity and vibrantly displaying it through its commercials. The latest is the third film in its ‘You can’t stop us’ series. The 90-second ad has already made waves celebrating sports as a source of inspiration during hard times.

Narrated by American soccer player Megan Rapinoe, the video so far has garnered 39,004,413 views on YouTube.

“Players may be back on the pitch, but we are not going back to an old normal. We need to continue to re-imagine this world and make it better,” said Rapinoe. “We have all these people in the streets, using their voices and those voices are being heard. I ask people to be energised by this moment and not let up. I believe it’s everybody’s responsibility to advocate for change.”

Scarecrow M&C Saatchi founder Raghu Bhatt is in awe of the way the ad has been presented. “The discus thrower morphing into the ballerina is editing genius. The last few Nike films have been about the idea and the writing. This one, however, is craft at its best. Though the words are powerful, what shines through is the painstaking effort that must have gone into creating every sequence,” he says.

Bhatt adds that neither is using a split-screen a new visual technique nor the tagline a path-breaking advertising idea. Yet, the film has gone viral. “A world-class athlete pushes the bounds of human possibility. This film shows unfettered movement and unencumbered freedom while we, the audience, are shackled in our Covid2019 prisons. It shows hope and reminds us what we are capable of,” he adds.

Rapinoe’s commentary in the ad builds on the ability of sports to bring people together, the fear of the pandemic, the social unrests and the fight for justice, all bound with hope.

Brand-nomics MD Viren Razdan shares, “The Indian women team's huddle was a special relatable fan moment for me. Nike’s core has been built on the power of ‘the athlete in all of us.’ Its various episodes of self-belief and perseverance against all odds have been inspirational stories.”

Razdan further adds, “Nike's communication style has always been larger than life and so is this. It very often set off a trend in advertising, style, scale and spirit is unmatchable. Nike has created a collective comeback story with this ad, for the first time perhaps about us.”

The ad tackles timely topics like Covid2019 and black lives matter. The spot also features athletes like Colin Kaepernick, Kylian Mbappé, Serena Williams, Lebron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo and the Indian women's cricket team.

Tonic Worldwide managing partner and creative head Shourya Ray Chaudhuri, too, found the Indian women's team being featured in the ad as his favourite moment. But apart from that, he loved the edit of the Williams sisters.

“It definitely hit home with everyone. However, I felt that while the edit was awesome the story did not show much promise. Having said that, not many sports brands have even said anything about a situation that demanded the closure of their core business. The playing field was even. Nike scored,” he says.

However, Chaudhuri feels the matter to be a bit stronger. “Not many brands have the courage to go for a non-traditional edit. It is fresh. But I wish the matter was a bit stronger. Maybe we are expecting too much from Nike?” he questions.

The creative agency behind bringing this kind of masterpiece editing is Wieden + Kennedy. The team looked at 4000 sequences and whittled down to 72 sports action together and merged them to create 36 split-screen slides to stitch this exquisite tapestry of sports montage.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/fantasy_sports.jpg?itok=fSoWo8fb
Online fantasy sports platforms & their IPL romance

NEW DELHI: Ten years ago, if someone told you that you could create your own virtual sports team and win money, you would have laughed off the idea. However, a handful of techies believed in the possibility. They have not only turned it into a business but have developed an entire new category...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/bharatpe.jpg?itok=73dOVmOK
BharatPe ropes in 11 cricketers as brand ambassadors

NEW DELHI: As the country gets ready to kickstart the festive season through cricket, BharatPe, India’s leading merchant payment network, is all set to invigorate the market with its own team of 11 cricket superstars as it's brand ambassadors. The BharatPe XI team includes India’s top international...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/cri.jpg?itok=CHWmfg0L
Festival season will be the golden quarter for ecommerce players: Criteo Report

New Delhi: Criteo has released its Holiday Report 2020 highlighting key trends in the online e-commerce industry in the much-awaited festive season including Rakshabandhan, Big Billion days and Diwali. The report highlights the top trends observed for the highly thriving e-commerce market in India...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/cl.jpg?itok=iixls6x9
Pocket Aces unveils talent management division Clout

KOLKATA: Pocket Aces, India’s leading digital entertainment company, unveiled new branding for its talent management division, labeling it “Clout”.Clout, which means the ability to influence, will focus on exclusively representing the digital industry’s finest and most popular faces.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/sunil.jpg?itok=ZEB9WL1C
Indian Society of Advertisers elects Sunil Kataria as chairman for fifth term

The newly elected executive council of the Indian Society of Advertisers (ISA) met on September 21, 2020. Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products, was elected chairman of the ISA. Sunil has led the society over the past four years to newer heights drawing support from his...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/mix.jpg?itok=5akV4_Nu
Ashish Bhasin hands over charge of AAAI to Anupriya Acharya

Ashish Bhasin, president of Advertising Agencies Association of India( AAAI)  has handed over charge of  AAAI to Publicis Groupe’s CEO south Asia, Anupriya Acharya, who was elected as the president of Advertising Agencies Association of India (AAAI) for the year 2020-21 at its Annual General Body...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/sig.jpg?itok=9aZC58Je
Charanjeett Singh Arora quits Kinetic India

NEW DELHI: GroupM-owned outdoor agency, Kinetic India co-chief executive officer (CEO) Charanjeet Singh Arora has resigned from his position. He is currently serving his notice period and has confirmed the exit to Indiantelevision.com. He was responsible for driving team transformations spanning...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/pulsar.jpg?itok=Z0mjM6sG
Bajaj Pulsar redefines the rules of motorcycle riding in the new normal

NEW DELHI: Bajaj Pulsar has been a trailblazer in changing the face of the Indian motorcycle industry singlehandedly, with its unique communication and product line-up. And it is all set to blaze new trails in this new campaign that highlights the performance and technology of its range of...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/cardekho-rahul_dravid.jpg?itok=Ib-1Uw4o
CarDekho focuses on personal mobility in its new spot

NEW DELHI – CarDekho has launched its newest TV campaigns ‘The everyday hero’ championing the cause of personal mobility.

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required