There is no question that the power of Wieden + Kennedy’s new ad for Nike is rooted in its production values and pop culture DNA. That W+K has perfected the art of infusing its Nike ads with infectious attitude has to be acknowledged too. Practice makes perfect.
The new ad, Wieden + Kennedy’s first for Nike India after it won the account in 2015, celebrates India’s women athletes. And that’s celebrates with a capital C. It includes a cast of 160 women, including footballer, Jyoti Ann Burrett; squash player, Joshna Chinappa; hockey player, Rani Rampal; cricketers, Harmanpreet Kaur, Smriti Mandana and Shubhlakshmi Sharma; trainers, school and college students and influencers.
The two and a half minute music video ad was shot over 6 days in Mumbai by director, François Rousselet, who has also made music videos for Kanye West. The song, Da Da Ding, is a music collaboration with lyrics co-written by rapper, Gizzle, and Wieden+Kennedy and produced by Surkin’s multi-dsciplinary Genr8ion project that produces for M.I.A.
The ad’s intention is to “urge India’s next generation to break conventions and define their own success by bringing sport into their lives,” according to Nike.
https://youtu.be/0pJ3wXDzNew
Nike is also the official apparel sponsor of the Indian national women’s cricket and football teams.
Helping to boost the videos views and shares is Bollywood star, Deepika Padukone, who was a national-level badminton player before acting.
She posted the following on her Facebook page:
The video was viewed on her Facebook page more than 1.8 million times in its first in 21 hours, with 85,000 Likes and 18,000 Shares.
