Emma Raducanu shuts off the critics in Nike's ad ahead of Australian Open
Wieden+Kennedy London spot follows sponsorship deal with the U.S. Open winner
Editor's Pick
Ahead of the Australian Open tennis tournament starting in Melbourne, Nike London has released a new social ad supporting Emma Raducanu, the British winner of the U.S. Open with whom it has a sponsorship deal.
The 20-second spt, which debuted on Instagram, shows Raducanu playing on court as different words appear behind her in white on a black wall. They illustrate the comments, both positive and negative, that she's had since her Wimbledon debut and subsequent victory at Flushing Meadow in September.
"Distracted" and "Perfect;" "Fluke" and "Flawless" and "One hit wonder" hint at the harsh criticism she's received as well as the high praise that puts pressure on the 19-year-old to perform. Raducanu ignores the background as she contines to smash the ball. The video concludes with the words disappearing and the tagline "World Off. Game On" followed by the Nike logo. The ad was created by Wieden + Kennedy London and directed by Crowns & Owls via Noir Productions.
Nike signed a deal wtih Raducanu before her U.S. Open success; since then the half Chinese and half Romanian athlete has signed further sponsorship agreements with a raft of brands including British Airways Evian, Dior and Tiffany & Co.
The idea is reminiscent of Under Armour's award-winning "I Will What I Want" campaign from Droga5, which included a spot starring supermodel Gisele Bundchen pounding away at a heavy bag against a backdrop of social media comments both negative and positive.
Credits
- Date
- Jan 14, 2022
- Client :
- Nike London
- Agency :
- Wieden & Kennedy-London
- Creative Director :
- Anna Arnell
- Creative Director :
- Tom Bender
- Creative :
- Adam Reincke
- Creative :
- Sarah Fox
- Creative :
- Aleks Atanasovski
- Creative :
- Hannah Young
- Executive Creative Director :
- Susan Hoffman
- Account Director :
- Alice Shaw
- Planning Director :
- Brian Ritter
- Planner :
- Hannah Vatandous
- Comms Planning Director :
- Martin Bassot
- TV Producer :
- Mich Bradfield
- Design Director :
- Justin Hallstrom
- Lead Designer :
- Arabella Swan
- Production Company :
- Noir Productions
- Director :
- Crowns & Owls
- Production Company Executive Producer :
- Javier Alejandro
- Production Company Executive Producer :
- Greg Smith
- Editor :
- John Holloway
- VFX Company :
- Tag Collective Arts
- VFX Executive Producer :
- Joe Billington
- VFX Artist :
- Tim Davis
- VFX Artist :
- Tommy Coulter-Liston
- VFX Artist :
- Luke Reade
- Colorist :
- Mark Horrobin
- Sound Company :
- King Lear
- Sound Design & Mix :
- Ed Downham
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