When you’re creating yet another Nike ad, or yet another Serena Williams ad, you’d better give it something special because there’s a crowd of them out there.
Wieden + Kennedy Portland has.
Nike’s new Just Do It ad pays homage to Williams’ return to the U.S. Open after a difficult year of not so epic performances. And it does so by telling the story of Williams’ tenacity through the voice of her coach – her dad – and the marrying of archival training, and recent career highlight, footage of the tennis superstar on the court.
The encouraging voice of Williams’ dad, Richard, plays over both old and new footage – synced perfectly – to the action in each.
The ad ends with the tagline, It’s only crazy until you do it.
https://youtu.be/Dsn7lgFN4oE
The spot is running on TV in the US in 60-second and 15-second versions, supported by digital billboards.
W+K was also behind the tweet that responded to social media criticism about the French Open’s chief banning the specialised black catsuit that Williams wore for her 2018 tour due to pregnancy complications.
You can take the superhero out of her costume, but you can never take away her superpowers. #justdoit pic.twitter.com/dDB6D9nzaD
— Nike (@Nike) August 25, 2018
Campaign Credits:
Agency: W+K Portland
Creative Directors: Alberto Ponte, Ryan O’Rourke, Chris Groom & Antony Goldstein
Copywriter: Adam Tetreault
Art Director: James Moslander
Directors of Production: Matt Hunnicutt & Mike Davidson
Executive Producer: Molly Tanen
Producers: Kacey Klonsky & Katie McCain
Strategic Planning: Zack Kaplan
Business Affairs: Rylee Millerd
Account Team: Anna Boteva, Carly Williamson, Kate Rutkowski, Luiza Prata Carvalho, Simone Jackson &
Vanessa Miller
Media and Communications Planning: Reme DeBisschop, Stephanie Campbell & Vivian Zhang
Post Production Company: Joint
Editor: Peter Wiedensmith
Assistant Editor: Kristy Faris
Post Producer: Kathleen Russell
Post Executive Producer: Leslie Carthy
Colour: Jasmine Vazquez
Post Executive Producer: Alex Thiesen
Music+Sound & Mix Company: Joint
Composer: Noah Woodburn
Tweet Credits:
Agency: W+K Portland
Creative Directors: Alberto Ponte & Ryan O’Rourke
Copywriter: Kevin Steele
Art Director: Aramis Israel
Business Affairs: Alicia Willett
Account Team: Mike Waywell & Luiza Prata Carvalho
Design Studio Managers: Alicia Kuna & Brian Troyer
Studio Designers: Jamon Sin & Joan Comellas
Retoucher: Frazer Goodbody
