This Powerful, 'Single-Take' Nike Ad Introduces 'Just Do It' in China
'The Next Wave' Targets Generation Unencumbered by Tradition
Editor's Pick
In the U.S., Nike has brought a quirky, friendly twist to its advertising in its recent "Unlimited" campaign, in which actor Oscar Isaac plays a narrator who's relentlessly befuddled by the marvelous feats of athletes from all walks of life -- the everyman, the pro, the quadruple amputee mountaineer, the transgender duathlete and the 86-year-old "Iron Nun." But in Asia, the brand has put its classic game face on with bold spots introducing powerhouses we may not have been aware of before. There were the bad ass women of India, the "overly ambitious" players of Japan and now, in China, we have "The Next Wave."
Along with Wieden & Kennedy Shanghai, the brand debuted this stirring film introducing the "Just Do It" campaign to the country. It begins with a simple scene of a boy practicing some fine soccer footwork throughout his school halls. But that's just the kick-off to what plays out as a continuous, single take capturing athletes of all kinds showing off their prowess throughout the streets of Shanghai -- tennis players, motocross riders, parkour athletes, runners, basketball players.
Featured are cameos from famous pros, including retired national hurdler Liu Xian, former national tennis player LiAn, marathon runner Mr Sun and Taiwanese singer Selina.
A voiceover throughout urges them not to "do it" for any reason -- whether it's for the glory, the fame or the attention. "Just do it," it says.
The ad targets a young generation unencumbered by their country's traditions, one more emboldened to be spontaneous and irreverent in pursuing their own paths.
"We named the film 'The Next Wave' because it's the perfect metaphor for the youthfulness, optimism and infectious energy of the new generation that's coming at you at a thousand miles an hour," said W&K Shanghai Creative Director Terence Leong in a statement.
"Growing up in China, I was surrounded by people who simply used the English words 'Just Do It' as a punchline without knowing what it really means," added Business Director Dino Xu. "In this campaign, the provocative voice-over lines help to define what it is, by saying what it isn't."
While the ad appears to be a single shot, it's actual a feat of production magic. "It took a lot of long shots with very complicated choreography to pull it off," explained Creative Director Shaun Sunholm in the statement. "That meant we had every day athletes playing side by side with famous athletes, balls flying everywhere, people crashing into each other, it was near chaos at times. But in the end we combined all of their energy into one infectious massive wave of sport."
The campaign will also feature out-of-home, short films, digital and on-the-ground activation.
Credits
- Date
- Aug 26, 2016
- Brand :
- Nike
- Client :
- Nike
- Executive Creative Director :
- Yang Yeo
- Creative Director :
- Terence Leong
- Creative Director :
- Azsa West
- Creative Director :
- Shaun Sundholm
- Art Director :
- Christian Laniosz
- Art Director :
- Marc Garreta
- Copywriter :
- Tj Walthall
- Copywriter :
- Liu Wei
- Agency :
- Wieden & Kennedy-Shanghai
- Copywriter :
- Max Pilwat
- Director, Integrated Production :
- Angie Wong
- Head of Content :
- Bernice Wong
- Producer :
- Fang Yuan
- Art Producer :
- Xuan Ong
- Planning Director :
- Paula Bloodworth
- Senior Planner :
- Leon Lin
- Digital Strategist :
- Bill Tang
- Business Director :
- Dino Xu
- Associate Director :
- Jim Zhou
- Senior Account Executive :
- Shawn Kai
- Project Manager :
- Nicole Bee
- Business Affairs :
- Jessica Deng
- Business Affairs :
- Kathy Zhan
- Senior Designer :
- Patrick Rockwell
- Designer :
- Wendy Yu
- Production Manager :
- Vic Zhang
- Digital Imaging Artist :
- Changqing Lee
- FA :
- Bin Lin
- Production Company :
- Stink Films
- Director :
- Martin Krejci
- Director's Producer :
- Justine Madero
- 1st Assistant Director :
- James Skotchdopole
- 1st Assistant Director :
- Hank Zeng
- Director, Photography :
- Dimitri Karakatsanis
- Camera A Operator :
- Florian Hatwagner
- Gimbal Ninja :
- Florian Hatwagner
- Executive Producer :
- Desmond Loh
- Executive Producer :
- Brenda Tham
- Producer :
- Juliana Chung
- Production Manager :
- Charles Renard
- Production Manager :
- Evie Yeo
- Line Producer :
- Xiao Yu
- Production Assistant :
- Haze Zhu
- Celebrity Service Associate :
- Emma Sun
- Focus Puller :
- Albert Wang
- 1st Assistant Camera :
- Albert Wang
- Drone Operator :
- Zhang Teng Sen
- Q Take :
- Marcus Peh
- Production Support :
- Episode Films
- Production Support :
- Spur Link Beijing
- Art Director :
- Yao Jun
- Art Director :
- Daymon Wu
- Wardrobe :
- Julian Mei
- Post Production :
- Lost Planet
- Editorial :
- Hank Corwin
- Editorial :
- Federico Brusilovsky
- Post Executive Producer :
- Gary Ward
- Post Producer :
- Aimee Crook
- Assistant Editor :
- Jason Hinkley
- Visual Effects Artist :
- Glenn Teel
- Visual Effects Supervisor :
- Glenn Teel
- Color :
- The Mill - London
- Colorist :
- Seamus O'Kane
- Producer :
- Dan Kreeger
- Music :
- Barking Owl
- Composer :
- Seth Olinsky
- Sound Designer :
- Eugene Gearty
- Mix :
- Chris Jenkins
- Voiceover :
- TZ Studio
- Audio Engineer :
- Hu Yuan
- Audio Producer :
- Joyce Chen
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