Wieden + Kennedy Amsterdam’s first Just Do It commercial for Nike in Germany rewrites the meaning of the famous tagline.
In its blog, Nike explains:
“When athletes like Léon Schäfer race against all odds, physically and mentally, they are doing it not just for themselves, but for a whole generation of athletes to thrive in an inclusive culture.
“When a female boxer like Zeina Nassar fights in a hijab for the first time, she is not just doing it for herself, but for a generation of girls daring to go after their dreams.
“And when mavericks like Leroy Sané are playing it their way, celebrating diversity, they inspire a generation of kids to write their own legend as well.
“You never do it just for yourself.”
The two-minute spot, Helden [Heroes], inspired by David Bowie’s song of the same name, outlines the back-stories of a range of athletes. The blog fills in the details for each.
Sebastian Niemeyer, brand and marketing lead for Nike in Germany, stated, “With Du tust es nie nur für dich [You never do it just for yourself], we are opening a new chapter for the Nike brand in Germany, celebrating sports.
“For today’s youth sport can have a greater meaning than simply competing and winning. It’s the power to unite, to inspire and to lead change in their communities that counts. Our sporting heroes fuel this passion on the pitch or track and in communities to unlock sport for the next generation of athletes. Sport becomes a catalyst and you never do it just for yourself.”
Heroes is the only song that Bowie recorded in German and it holds great significance to many Germans. It was written by Bowie and Brian Eno in 1977 about two lovers separated by the Berlin Wall.
Bowie performed the song in 1987 at the Reichstag in West Berlin, before the Wall was torn down. It has been credited as one of the cultural tipping points that led to the wall’s collapse, and the German government honoured Bowie after his 2016 death for his role in unifying the nation.
The film also hints at the current refugee and immigrant tensions in Germany.
Agency: Wieden + Kennedy Amsterdam
Executive Creative Directors: Eric Quennoy & Mark Bernath
Creative Directors: Craig Williams & Evgeny Primachenko
Art Director: Jeffrey Lam
Copywriter: Alex Bower
Head of Broadcast Production: Joe Togneri
Executive Producer: Jaime Tan
Assistant Producer: Eline De Roo
Account Management: Kathryn Addo, Franky Wardell & Margot Paquien
Business Affairs: Michael Graves & Marie Hernandez
Planners: Reid Schilperoort & Alex Janneau
Comms: Dani Pak & Elsa Stahura
Studio: Lizzie Murray & Noa Redero
Motion Designers: Soren Danielsen & Gustav von Platen
Project Manager: Caroline Kosse
Production Companies: Serial Pictures x Somesuch
Director: John Hillcoat
Director of Photography: Philippe Le Sourd
Additional Photography: Benjamin Loeb
Managing Director: Seth Wilson
Producer: Fran Thompson
Service Company: Anorak
Editing: Ross Hallard & Tom Lindsay @ Trim Editing
Audio Post: Raja Sehgal @ Grand Central Recording Studios
Music Courtesy of The RZO Companies, Sony ATV and Universal Music Publishing
Post Production: Glassworks Amsterdam
Executive Producer: Chris Kiser
Post Producer: Dave Moore
Colour: Mark Gethin @ MPC