It doesn’t seem so long ago that the world got excited about the advent of the computer age, with its promise to give us all back time.

Who knew it would steal time from us instead? (Granted, most of us donate our time willingly to it.)

Nike has taken a stand against the time wasted watching pointless things on screens. And this time, rather than the usual “maximal” Nike production, Wieden + Kennedy Portland has gone minimal to spread its message.

Brilliant copywriting should never be wasted. The writing in all of the ads is pointed, convincing and entertaining. They’re three great adjectives for ad copy to have.

Each ad is just white text on a black screen, the words also read by a computerised voice. The only extravagant thing about the campaign is that there are six executions – a core 60 second ad, Time is Precious, and five 30 second ads, each of which focuses on one of the most popular internet time wasters – Celebrities, Zombies, Friends, Pictures and Opinions.

The core ad concludes with the reminder, Time is Precious…Are we running today?

The focus ads conclude with You just won back 45 minutes to run.

Credits:

Agency: Wieden + Kennedy, Portland
Creative directors: Chris Groom & Antony Goldstein
Creatives: Stefan van den Boogaard & Tim Arts
Executive producer: Matt Hunnicutt
Producer: Amy Berriochoa
Account Team: Anna Boteva, Luiza Prata Carvalho & Alyssa Ramsey
Strategic Planning: Zack Kaplan & Henry Lambert

Editing & mix: Joint
Post producer: Sarah Fink