Nike "Pull-Up"

Published on .

It's all action and zero dialogue in this Nike Apparel spot, a muscle-to-muscle showdown between two gang leaders who duke it out side by side on the pull-up bar, goaded on by their testosterone-fueled cronies in a contrived but oh-so-street atmosphere under an elevated train. Words aren't necessary to convey the intensity, given the camera's studied lingering on the duelers' fraught exchange of glances, augmented by a pounding percussive track. Even though you can't help but wondering what happened to all the heat you'd think such mean-looking dudes would be packin', the spot makes for some sweet visual tale-telling.

Agency: Wieden & Kennedy/Portland CD: Hal Curtis CW: Mike Byrne AD: Monica Taylor Agency EP: Ben Grylewicz Agency Producer: Andrew Loevenguth Director: Rupert Sanders/Omaha Pictures Producer: Paul McPadden Editor: Rick Lawley/Whitehouse Post Production: The Mill Sound Design: Tomandandy

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