A Woman's Evening Run Turns Into a Mysterious Adventure in Seductive Spot From Nike China
Editor's Pick
Nike in the past has faced a big challenge in promoting running in China, where it's had to battle everything from smog to negative perception of the sport as punishment. But in this new ad from Wieden+Kennedy Shanghai, it posits running as a thrilling adventure.
A young woman who appears to have just completed her everyday evening run looks a bit disappointed when she eyes her smartwatch, the time reading 5'40." Knocking her when she's down, a mysterious figure then appears out of nowhere to taunt her further, beckoning her to do go faster and do something a little more daring. The runner then makes her way through dark alleys and buildings, up staircases, and through an army of exercisers before arriving at a huge, Olympics-size stadium, where she zips around the track with pro athletes. At the end of the ride, she heaves another breath and checks her watch. This time, she's shaved more than 40 seconds off her time.
The "Shanghai Fast" film arrives just in time for the Shanghai marathon. Director Nicolas Winding Refn ("Drive," "Bronson," "Only God Forgives") brought his flair for capturing the seductiveness of cities to the ad, produced out of Stink Shanghai. Erwin Federizo, creative director at W+K Shanghai explains in a statement: "What unfolds in this simple idea is an evolution to an adrenaline-fueled chase sequence; capturing not only the physical mechanics and intrigue of a classic film chase through the streets, alleyways, and rooftops of the city, but also the unmistakable beauty and spirit of old and new Shanghai. This film is just as much a love letter to the city of Shanghai as it is a motivating Nike ad."
Credits
- Date
- Nov 09, 2017
- Brand :
- Nike
- Client :
- Nike
- Agency :
- Wieden & Kennedy-Shanghai
- Executive Creative Director :
- Ian Toombs
- Executive Creative Director :
- Vivian Yong
- Creative Director :
- Erwin Federizo
- Art Director :
- Max Pilwat
- Copywriter :
- Arlene Lu
- Copywriter :
- RunQ Zhang
- Senior Experiential Creative :
- Marula Vaz
- Head of Integrated Production :
- Sanne Drogtrop
- Executive Producer :
- Bernice Wong
- Senior Producer :
- Raymond Lau
- Post Producer :
- Jacob Lincoln
- Post Producer :
- Fang Yuan
- Art Producer :
- Angela Liu
- Senior Editor :
- Leon Yan
- Senior Planner :
- Leon Yan
- Junior Planner :
- Carina Huang
- Business Director :
- Dino Xu
- Associate Director :
- Jim Zhou
- Senior Account Manager :
- Qinna Ye
- Account Manager :
- Shawn Kai
- Senior Account Executive :
- Xueer Ren
- Head of Project Management :
- Nicole Bee
- Business Affairs :
- Jessica Deng
- Business Affairs :
- Kathy Zhan
- Head of Design :
- Fish Ho
- Designer :
- Deer CL
- Designer :
- Fan He
- Designer :
- Meng Ke
- Designer :
- Benson Pang
- Production Manager :
- Vic Zhang
- Production Manager :
- Stone Xue
- Digital Imaging Artist :
- Changqing Lee
- FA Artist :
- Austin Hu
- Director, Marketing :
- Jessica Sinn
- PR Manager :
- Evelyn Hsu
- Production Company :
- Stink
- Director :
- Nicolas Winding Refn
- 1st Assistant Director :
- Jo Chan
- Second Assistant Director :
- Gary Hua
- Director, Photography :
- Adolpho Veloso
- Main Camera Operator :
- Florian Hatwagner
- Main Camera Operator :
- Gimbalninja
- Camera Operator :
- Myron Mance
- Managing Director :
- Desmond Loh
- Executive Producer :
- Desmond Loh
- Executive Producer :
- Brenda Tham
- Line Producer :
- Julie Chen
- Line Producer :
- Li Jia
- Production Manager :
- Allen Tsao
- Art Director :
- Chang Hsiao Shu
- Wardrobe Stylist :
- Julian Mei
- Wardrobe Stylist :
- Damian Huang
- Sports Coach :
- Eddie McClements
- Sports Coach :
- Playmaker
- Casting :
- Ariel Sheng
- Casting :
- Aplus Casting
- Editorial :
- Lost Planet
- Editor :
- Saar Klein
- Editor :
- Jason Hinkley
- Assistant Editor :
- Lee Bacak
- Producer :
- Evan Cunningham
- Producer :
- Aimee Hinkley
- Executive Producer :
- Gary Ward
- Color :
- Company 3
- Colorist :
- Tom Poole
- Producer :
- Alexandra Lubrano
- Finishing/Visual Effects :
- JANE STUDIOS
- Creative Director :
- David Parker
- Lead Flame Artist :
- Tim Bird
- Flame Artist :
- Matt Trivan
- Flame Artist :
- Scott Johnson
- Flame Artist :
- Jameson Desantis
- Visual Effects Producer :
- David Won
- Executive Producer :
- Nancy Hwang
- Composer :
- Cliff Martinez
- Composer :
- Tim Lincoln
- Mix and Sound Design :
- Aaron Glascock
- Production Company :
- Amanacliq
- Photographer :
- Pari Dukovic
- Wardrobe Stylist :
- Victoria Mesenbrink
- Executive Producer :
- Desmond Sng
- Producer :
- Sky Xu
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