In the latest Nike campaign from Wieden & Kennedy Portland, Comedian Kevin Hart answers an enthusiastic "Yes" when his new Apple Watch Nike+ asks him, "Are we running today?" The next day he vanishes.
He is found by a film crew 700 miles from home, living off-grid in the middle of the desert, cultivating a huge beard and "getting one with nature."
"Running used to be hard for me," Hart says. "Then I woke up and started to hear this little voice in my head. The same question every day... I started to answer that question 'yes,' so now I run followed by a wolf."
The wolf, named Hollywood, and his Apple Watch Nike+ are his only companions. Thanks to the device, he can also track his performance against his friend Mo Farah, the Olympic 10,000m champion.
On day 75 of his adventure, Hart is chopping down a cactus for juice. He tells us it's 120 degrees, but at 4.30 it will go down to 119 degrees. "That's when I'll strike," he boasts.
A whole series of films shows him living his life in the desert, running in all directions in his Nike Lunar Plus shoes, gleaning wisdom from rocks and competing with himself. Asked about his New Year resolutions, he replies, "I dunno. Work on my beard. Inspire others. Run every day. Bigger calves."
The films were directed by Stacy Wall via Imperial Woodpecker.