Women to Watch 06

Television: Apparel

Published on .

Gold

Nike: "Superstar"

Wieden & Kennedy, Portland, Ore.

Creative directors: Bob Moore, Hall Curtis

Art director: Javier Castillo

Copywriter: Jonathan Cude

Wieden & Kennedy makes a superb Hispanic ad agency. In one of a series of urban youth spots shot and aired only in the Los Angeles area, on both Spanish- and English-language TV, a young break dancer performs with mesmerizing skill, even spinning on his head. At the end, we see that his mat covered Fred Astaire's star on the sidewalk.

The spot is a lot more creative than viewers realize. Wieden shot the commercial outdoors during the Screen Actors Guild strike. Picketers drastically limited the amount of filming and their shouts of "Nike Nazis" drowned out the music the break dancers' were performing to. But urban youth is tough. The young dancers picked up the rhythm in the picketers' derisive chants and danced to them instead. With too little footage to do the planned break dancing extravaganza, Wieden salvaged the spot by adding the Fred Astaire touches afterward. When a charming Fred Astaire movie song was added in post-production, the commercial magically worked.

Silver

Nike: "Golf"

Wieden & Kennedy, Portland, Ore.

Creative directors: Bob Moore, Hall Curtis

Art director: Javier Castillo

Copywriter: Jonathan Cude

"Golf" opens on the unlikely scene of four urban youths playing a round on a sedate golf course. "Buen tiro," one compliments another's good shot. The priceless moment is when all four nonchalantly hop on low-rider bikes to cruise to the next hole.

Nike: "Boxing"

Wieden & Kennedy, Portland, Ore.

Creative directors: Bob Moore, Hall Curtis

Art director: Javier Castillo

Copywriter: Jonathan Cude

Continuing the urban Los Angeles youth series for Nike, "Boxing" explores the gritty world of aspiring boxers. A coach talks about one promising contender. Only when he concludes, "I think she's going to be a good one," do we realize his best fighter is a girl.

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