Magazine article Marketing

Adwatch: Nike - 'Power to Your Feet'

Magazine article Marketing

Adwatch: Nike - 'Power to Your Feet'

Article excerpt

The last time I was asked to review a piece of advertising, I ended up with 48 bottles of Stella Artois being delivered to my office.

So here we go with the latest offering from Nike (size 8, any colour).

Nike and the extremely fit and agile Wieden & Kennedy seem to have a knack of coming up with a winner every time. In this particular execution we see a variety of sportsmen all performing without the aid of shoes - Zola Budd and Sandie Shaw must love it. The photography and music are, as you would expect, cutting-edge and memorable, but we see the product only for the final few seconds of the ad. That's brave. Very brave. But when you are Nike, you can have the confidence to entertain without thrusting the product down the viewer's throat.

Like all great sporting ad achievements, I am sure it took bucketloads of sweat from the agency to get this one to the finishing post. Just imagine the moment when the account man had to say: 'There will be no product in the film until a full glorious five seconds at the end.' Perhaps the agency provided him with a Nike cricketer's box for the meeting. …

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