Nike is known for starting advertising trends. But How to Make an Advert, for its Corteiz x Nike collab, comes from the soul of streetwear brand, Corteiz. The edgy two-and-a-half minute Gen Z adrenaline-trigger is exactly as the title says, an ad about making an ad to launch the R419 sneaker. It is also unashamedly frenetic, cutting from here to there and back again as ideas for making that ad are thrown about, punctuated by bizarre unexpected scenarios that whizz from shoes in outer space to a lizard crawling over a sneaker in a baby shower setting.
The campaign idea came from Nike and agencies, Out of Office (OOO) and Actually Creative, who handed it over to Corteiz’ long-standing directing duo, UNCANNY, and magna studios UK to develop and make. The sharp soundtrack, Dizzee Rascal’s I Luv You, underlines the extraordinary editing (also by UNCANNY). The impossibly fast-cut video embeds itself in culture with celebrity appearances from Maya Jama; artist, Slawn; and footballer, Kobbie Mainoo.
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