Lead agency: Wieden+Kennedy Portland
This commercial gives me chills every time I watch it. This commercial was launched in the summer of 2020, one of the most intense and divisive time periods I have experienced in my lifetime. With that being said, Nike found a clever and powerful way to unify people through sports.
There is no doubt that an extreme amount of effort went into making this commercial. It took over 1,000 hours of hard work to edit and composite the spot, ultimately earning the 90-second commercial a Grand Prix in Film at Cannes Lions and was named Adweek’s best ad of 2020.
Though the editing is very impressive, I think the narration is the best part of this ad. Having Megan Rapinoe as the narrator was a fantastic choice since she has already made such a powerful impact on the sports community.
The narration explains all of the passion that athletes have to be successful in their sport but then transitions to the additional responsibilities that come with being in the spotlight.
There are a lot of things people will never agree on, but sports have historically brought people together. After a time period of there being no sports due to COVID-19, this ad reminds us that sports cannot be stopped and neither will we as a society if we work together.
Another thing I loved about this commercial was the intention to include a diverse group of people and sports. With almost every sport you can think of being showcased, there is no way that any athlete did not relate to this ad in some form. I also admired the conscious effort to include parasport athletes who tend to be painfully underappreciated.
Overall, this commercial was made to inspire viewers to have hope in the power of working together. And it is safe to say that Nike successfully did exactly that. As Rapinoe stated in the ad, “nothing can stop what we can do together”.
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