Nike Blasts Onto Viral Chart With 'Back to the Future' Theme
Promoting the release of limited-edition Nike MAG sneakers, which are modeled on the kicks Marty McFly wore in 2015, Nike 's "Back for the Future" spot debuted at No. 1 this week with nearly five million views. The Wieden + Kennedy ad stars Christopher Lloyd reprising his role as Dr. Emmett Brown, who materializes in a 2011 Nike store looking for shoes. When shown the Nike MAG, he asks if they have power laces; and when told no, he figures out he's not in 2015 and takes off in his DeLorean.
"Saturday Night Live"'s Bill Hader and NBAer Kevin Durant also star, and Nike designer Tinker Hatfield and Donald Fullilove (who played Goldie in the original movie) make appearances. Mr. Hatfield designed the shoe worn by Michael J. Fox's character in the 1989 sequel to "Back to the Future" and embarked on re-creating it, along with footwear designer Tiffany Beers, in 2005.
Nike placed 1,500 pairs of the finished product - featuring an electroluminescent outsole and a rechargeable internal battery, but no automatic lacing - on auction on eBay, and all proceeds were to benefit the Michael J. Fox Foundation for Parkinson's Research. The auction ended on Sept. 19. The retailer uploaded more than 10 original creatives onto their YouTube channel - some featuring Mr. Fox - for the campaign.
Elsewhere on the chart, Kia's latest spot featuring the dancing hamsters held onto second place, and Evian's long-running video featuring roller-skating babies climbed a spot to No. 3.
New on the chart at No. 8 is Toyota'a latest, "Prius Goes Plural," promoting the new family of Toyota Priuses. And at No. 10 is "Search Engine" by Dodge, where the automaker announces a cross-country scavenger hunt giving clues for people to find and claim a new Dodge Journey. Two have been found so far; the East Coast Journey goes up for grabs on Sept. 24.