Nike Kids' latest European spot, designed to inspire young girls, takes the form of a trippy game of tag, with the age-old playground phrase "You're It!" as the tagline.
The fast-paced spot sees a series of girls shout out "I'm it!" in different European languages as they take part in a host of different sports, from running to diving to skateboarding and cricket. While some are super-confident, others have to find their courage—for example, one girl overcomes her nerves before diving from a high diving board.
The footage is accompanied by dazzling cartoon-style graphics and VFX. The ad was created by Wieden & Kennedy Amsterdam and directed by David Wilson at Riff Raff.
The spot will be accompanied by a "digital game of tag" that viewers can take part in across Instagram, Snapchat and TikTok, as well as a "choose your own adventure" game on YouTube. Participants can take part in challenges and collect rewards online. There's also a real-life game of tag taking place in London's Lee Valley on Sept. 24.