Nike's viral advertisement amazes with its marvelous editing, powerful message
What's the story
If The Academy's video collage on hope has moved you, Nike's recent viral advertisement on sportsmanship courage will give you goosebumps. Weiden + Kennedy and an immensely talented visual effects team have dug out gold from the archives featuring several sportspersons in action, and created the perfect motivational video for anyone feeling defeated by the pandemic. Here's all about it.
Details
Why is this advertisement so special?
With 36 split-screen footage showing 72 sportspersons in action, this campaign commercial was created after screening 4,000 sports action sequences. It was worth the team's effort as we could see movements of two unrelated sportspersons in different situations blending in flawless clarity. Immediately after the release, the video was called 'an editing marvel' because of the unreal synchrony in each sequence.
Twitter Post
"You Can't Stop Us"
Nothing can stop what we can do together. You can’t stop sport. Because #YouCantStopUs.
— Nike (@Nike) July 30, 2020
Join Us | https://t.co/fQUWzDVH3q pic.twitter.com/YAig7FIL6G
Collaboration
The voice and the message were spot-on too!
Behind the overwhelming impact of this video also lies the contribution of W+L copywriter Dylan Lee and voice over artist Megan Rapinoe. The viewer is taken on a ride of emotions where the adrenaline rushes and a sudden pause follows with officers sanitizing stadiums. But the zeal is far from lost as Rapinoes' resonating voice says, "We will come back stronger".
Response
Video went viral and reactions poured in
The clip featured Naomi Osaka, Cristiano Ronaldo, Serena Williams, and many other trailblazers in action. So, it wasn't a surprise that the clip went viral. It earned 13.3 million views at the time of the press. Actor Jacques Slade wrote the incredible theme highlights how sports can invite change. And Blogger Brendan Fraser Crane opined that books could be written on this small clip.
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Actor Jacques Slade said the advertisement highlights power of sport
New Nike spot narrated by @mPinoe and staring a ton of Nike athelets is really dope. Continues the "You Can't Stop Us" theme and looks incredible.
— Jacques Slade (@kustoo) July 30, 2020
The ad highlights the power of sport and how it has the ability to bring us together and invite change.
pic.twitter.com/BG0LLfJ9DM
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A Twitter user called it the best COVID spot
Nike's New Ad Is an Editing Marvel, and Maybe the Best Covid Spot Yet https://t.co/OztRJuxa41
— Gen Michael Hayden (@GenMhayden) July 31, 2020
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Another writer opined that books can be written on it
Entire books could be written about this 4 second clip from the new nike ad pic.twitter.com/dIadAMlfde
— Brendan Fraser Crane (@bf_crane) July 30, 2020
Looking back
Nike really knows how to make a mark with advertisements
Notably, Nike has always been in the news for its sensational ads. The sports brand has always touched on sensitive topics that transcend sportsmanship across the ground. Take their Black Lives Matter advertisement for example. Previously, Nike's 'Just Do It' campaign with Colin Kaepernick also got support from stars because of the footballer's #TakeAKnee protest to highlight brutality toward people of color.