Nike chainsaw spot axed from NBC Olympics broadcast

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NBC pulled an Olympics ad from Nike showing runner Suzy Hamiltonescaping from a masked man with a chainsaw. A Nike spokesman said the network received a number of viewer complaints about the spot, done in a thriller movie style. The spot, which aired several times on Olympics programming on the network, showed Ms. Hamilton drawing a bath ina woodsy cabin when she looks into a mirror and sees a masked man with a chainsaw lunging toward her. She runs out of the cabin and through the woods with the attacker in pursuit. As he collapses in the woods from exhaustion, a super asks, "Why sport?" The response: "You'll live longer." The spot was the first in a new Nike branding campaign from Wieden & Kennedy, Portland, Ore., that includes other executions such as one with Tour de France champion Lance Armstrong resuscitating an elephant. Nike plans to continue to run the chainsaw attack ad on ESPN and other networks, the company spokesman said late Sept. 18.

Copyright September 2000, Crain Communications Inc.

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