Nike has put out some remarkable advertising throughout the pandemic, but this latest ad will leave you speechless – powerful, inspiring, caring
The W+K team—working with Pulse Films director Oscar Hudson, Joint editors Peter Wiedensmith and Jessica Baclesse, and the visual effects team at A52—researched 4,000 sports action sequences and chose 72 of them to combine into 36 split-screen moments, where the action on both sides appears to meld into one.
The astonishing editing work is a great way to deliver the message—about the unifying power of sport, at a time when the specter of Covid still hangs heavily over all professional sports leagues’ best-laid plans; and about the pursuit of an equal playing field by athletes looking to create change.
Along with everyday athletes, the spot features stars such as Rapinoe, LeBron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo, Giannis Antetokounmpo, Serena Williams, Colin Kaepernick and Kylian Mbappé.
“Players may be back on the pitch, but we are not going back to an old normal. We need to continue to reimagine this world and make it better,” says Rapinoe in a statement. “We have all these people in the streets, using their voices, and those voices are being heard. I ask people to be energized by this moment and not let up. I believe it’s everybody’s responsibility to advocate for change.”
Nike has put out some remarkable advertising throughout the pandemic, beginning with the “Play Inside, Play for the World” campaign back in March. That was followed by this April spot saluting the millions of at-home athletes in quarantine; the “Never Too Far Down” spot voiced by James (which introduced the “You Can’t Stop Us” theme; and this stark meditation on racism and the Black Lives Matter movement.
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