There have been so many “we’re in this together, you can do this” commercials from brands. So many “wash your hands, keep your distance” commercials from brands. So many montage commercials from brands.

Nike has produced several of them, bundled into a series called You Can’t Stop Us. Here comes another. But this one is different. Yes, it’s a montage ad. Yes, it’s classic Nike – evocative, motivational. But within the format, Wieden + Kennedy has found a new and tangible positive. It is moving the Covid message on from battle to triumph by showing examples, by showing how it has been done.

In the new campaign, Never Too Far Down, NBA legend, LeBron James, narrates Nike’s a story of stars who have come back from their worst moments, over a montage of moments in sport – moments of loss and win.

“We’ve all been underestimated and counted out. Those moments it felt like it was over,” James says. “…But it’s when we’re given no chance that we somehow found that last bit of strength to keep fighting.

“And then we did what no one thought we could, not even ourselves. We came back from the impossible, from being broken. We found a way when it seemed hopeless. We came back when we should have been long forgotten.”

https://youtu.be/R-t8qPldklc

The commercial will run on TV during the live broadcast and streaming of Tiger Woods’ charity golf match with Phil Mickelson, Tom Brady and Peyton Manning. It is also being spread on social media.

“This pandemic has caused so much tragedy, but sport can still be a positive force for so many people,” Tiger Woods said in a statement. “I’m hopeful that we can all return to our sports when the time is right, and I am looking forward to this weekend and creating a platform to raise money for Covid relief and hopefully remind folks of the levity and joy that golf and other sports can bring to the world.”

Credits:

Agency: Wieden + Kennedy Portland
Executive Creative Directors: Eric Baldwin & Jason Bagley
Creative Directors: Alberto Ponte & Ryan O’Rourke
Art Director: Lee Jenninigs
Copywriter: Kevin Steele
Head of Production: Matt Hunnicutt
Executive Producers: Jake Grand & Krystle Mortimore
Producer: Emily Knight
Associate Producer: Shani Storey
Group Brand Director: Andre Gustavo
Brand Director: Kate Rutkowski
Brand Manager: Steve Smith
Senior Business Affairs Managers: Laura Caldwell & Adam Caviezel

Production Company: Park Pictures
Director: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Executive Producer & Producer: Caroline Kousidonis
Production Manager: Joe Faulstich

Editing: Robert Duffy @ Spot Welders
Colour: Daniel De Vue @ A52
Mix: Natalie Huizenga  @ Joint Editorial
Music Supervision: Walker

VFX Company: Shipping + Handling
Creative Director & Lead VFX: Casey Price

Colour: Daniel De Vue  @ A52
Mix: Natalie Huizenga  @ Joint Editorial
Music Supervision: Walker

Music: Trent Reznor & Atticus Ross, Life on Mars?, by David Bowie