The world stops turning on its axis in Nike's latest spot, promoting its Epic React Flyknit shoe--and Nike runners are the ones to step in and help.
In the ad, a woman preparing to go out for a run hears the news reports of the "Stopocalypse" and is inspired by watching her hamster go round on its wheel. She galvanizes a huge crowd of runners to join in the effort to get the world turning again--including celebrities Kobe Bryant, Kevin Hart, Odell Beckham Jr., Bill Nye, sprinter Ge Manqi, gymnast Simone Biles and more. But is Kevin Hart right about the fact that they're running the wrong way?
It's great fun, and Nike also released some fun facts about the production, including that two hamsters had to be trained for five days in order to make the film in daylight, as hamsters are nocturnal runners. Kobe Bryant took five takes to complete his scene, in which he wears a tear-away suit made with hundreds of tiny snaps that held the suit together. Also, the home address of trhe film's hero--6543-- spells out N-I-K-E on a keypad, and in reverse, it's also legendary runner Steve Prefontaine's best time in the mile to the tenth of a second: 3:54:06.
The spot was created by Portland agency Must Be Something, and directed by Edgar Wright via Anonymous Content (whose movies include Oscar-nominated feature film "Baby Driver.")