Nike x Wieden + Kennedy London
Here's one way to 'just do it':
Nike and W+K do it again. This time, giving us a glimpse of how much British distance runner, Sir Mohamed Muktar Jama "Mo" Farah, sacrificed, and gained, to get where he is today. This -- being seen as a tribute -- amidst Mo's intentions of retiring from the track after this year's World Championships in London.
This is why I'm a fan:
It's true that one doesn't become great without hard work, dedication, and faith. But, regardless of how true of a statement that is, each journey is still very unique -- and it's always inspiring to get a glimpse of how a journey is defined for others. We've all seen spots like this one time and time again, but no matter how overdone it may be...it still isn't. Again, that's the beauty of stories.
Not to mention that as a lifestyle brand, Nike's intentionally approach of associating their brand to storytelling without shoving their product down our throats is always appreciated. You notice Mo wearing Nike's. I got the vibe that Nike was saying: "We're with you." And Mo or _____ (insert the name of any other athlete here) saying right back: "Nike's got me." It's a positive association all around.
We'll go a step further with this one in regards to Nike's infallible attention to intent with their brand association: It's also not about wearing the brand and becoming like Mo, but inspiring those who watch Mo's story to 'just do it' -- "it" being whatever you're into. That's what Nike excels at doing. They are the best at associating their brand to "owning it". From their motto to everything they do. Consistency is what it's called.
The poetry was a nice artistic touch. The last line before the spot fades to black with "Just do it." on the screen was the best thought to leave us with: "It's all in the story behind your smile." I wouldn't have minded, though, simply hearing Mo's painful grunts and screams from beginning to end and seeing maybe one really good close up shot of him looking up and sweat dripping (preferably in slow-'mo'tion -- get it?). All in all, we can all smile after watching Mo's story flash before our eyes.
Source: Nike's YouTube Channel, ESPN