Nike's motivational marathon spot was perfectly timed for a new world record

Eliud Kipchoge, of 'Breaking2' fame, bested the previous fastest time by 78 seconds

Published On
Sep 17, 2018

Editor's Pick

Ahead of the Berlin Marathon this past weekend, Nike released the latest spot in its “Just Do It” series, a contemplative short film from Wieden & Kennedy featuring the steady patter of sneakers against pavement, as motivational affirmations scroll past in lane paint. As the camera slowly pans around, the runner is revealed to be Kenya’s Eliud Kipchoge, the world’s top distance athlete.

It was good timing on Nike’s part. On Sunday, Kipchoge broke the marathon world record in Berlin, shattering the previous record by 78 seconds and covering the 26.2 miles in two hours, two minutes and 57 seconds, a sustained pace of 12.78 miles per hour. That’s a 4:38 mile, 26 times in a row without a break. “Fastest Ever,” indeed.

Kipchoge’s feat is a significant leap towards the eventual goal of breaking the 2-hour marathon barrier, something no one has yet accomplished, though Kipchoge himself came closest in Nike’s unofficial, award-winning attempt to do just that in 2017.

“Breaking2” brought Kipchoge and two other runners, Eritrea’s Zersenay Tadese and Ethiopia’s Lelisa Desisa, together to see if it could be done under optimal conditions. Kipchoge fell just 25 seconds short of the goal but failed to recreate his showing at that year’s Berlin Marathon, though he still won handily.

Whether Kipchoge’s new 2018 record will stand long or will be quickly broken--by the record-holder himself or another--remains to be seen. But the world’s runners have another goal to strive for. The two-hour mark seems much closer than it was just a few days ago.

Isaiah Seret of Biscuit Filmworks directed the ad.

Credits

Date
Sep 17, 2018
Agency:
Wieden & Kennedy-Portland
Executive Creative Director:
Eric Baldwin
Executive Creative Director:
Jason Bagley
Creative Director:
Alberto Ponte
Creative Director:
Ryan O’Rourke
Writer:
Caio Mattoso
Art Director:
Rodrigo Mendes
Director of Production:
Matt Hunnicutt
Director of Production:
Mike Davidson
Executive Producer:
Jake Grand
Producer:
Mauricio Granado
Producer:
Tiffany Golden
Business Affairs Manager:
Nestor Gandia
Account Team:
Andre Gustavo
Account Team:
Kate Rutkowski
Account Team:
Mike Waywell
Account Team:
Brittany Martin
Strategic Planning:
Andy Lindblade
Strategic Planning:
Nathan Goldberg
Media:
Daniel Sheniak
Media:
Geoff Scoones
Media:
Vivian Zhang
Project Manager:
Shannon Hutchinson
Project Manager:
John Radaza
Integrated Traffic Manager:
Marie Hernandez
Integrated Traffic Manager:
Tim Bell
Studio Manager:
Alicia Kuna
Studio Designer:
Seth Shelman
Studio Designer:
Shayne Kybartas
Production Company:
Biscuit Filmworks
Director:
Isaiah Seret
Executive Producer:
Jeff McDougall
Line Producer:
Jonathan Wang
Director of Photography:
Alwin Kuchler
Editorial Company:
Joint
Editor:
Nicholas Davis
Assistant Editor:
Jonathan Schell
Post Producer:
Chris Girard
Post Executive Producer:
Leslie Carthy
VFX Studio:
Jamm VFX
VFX Supervisor/ Lead Compositor:
Brian Hajek
On Set Supervisor:
Patrick Munoz
CG Artist:
Stew Burris
CG Artist:
Zachary DiMaria
CG Artist:
Fred Hopp
VFX Producer:
Justine Pregler
Executive Producer:
Asher Edwards
Flame Artist:
David Jahns
Music Supervision:
Walker
Executive Producer:
Sara Matarazzo
Senior Producer:
Stephanie Pigott
Song:
Tree’s
Written by:
Robert DiPietro
Performed by:
Robert DiPietro
Engineer:
Graeme Gibson
Mix Company:
Joint
Audio Mixer:
Noah Woodburn
Audio Mix Assistant:
Natalie Huizenga
Mix Executive Producer:
Leslie Carthy
Sound Design Company:
Joint
Sound Designer:
Noah Woodburn
Producer:
Leslie Carthy

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