31 Jul 2020: Nike's viral advertisement amazes with its marvelous editing, powerful message
If The Academy's video collage on hope has moved you, Nike's recent viral advertisement on sportsmanship courage will give you goosebumps.
Weiden + Kennedy and an immensely talented visual effects team have dug out gold from the archives featuring several sportspersons in action, and created the perfect motivational video for anyone feeling defeated by the pandemic.
Here's all about it.
Details: Why is this advertisement so special?
With 36 split-screen footage showing 72 sportspersons in action, this campaign commercial was created after screening 4,000 sports action sequences.
It was worth the team's effort as we could see movements of two unrelated sportspersons in different situations blending in flawless clarity.
Immediately after the release, the video was called 'an editing marvel' because of the unreal synchrony in each sequence.
Fact: "You Can't Stop Us"
Collaboration: The voice and the message were spot-on too!
Behind the overwhelming impact of this video also lies the contribution of W+L copywriter Dylan Lee and voice over artist Megan Rapinoe.
The viewer is taken on a ride of emotions where the adrenaline rushes and a sudden pause follows with officers sanitizing stadiums.
But the zeal is far from lost as Rapinoes' resonating voice says, "We will come back stronger".
Response: Video went viral and reactions poured in
The clip featured Naomi Osaka, Cristiano Ronaldo, Serena Williams, and many other trailblazers in action. So, it wasn't a surprise that the clip went viral. It earned 13.3 million views at the time of the press.
Actor Jacques Slade wrote the incredible theme highlights how sports can invite change.
And Blogger Brendan Fraser Crane opined that books could be written on this small clip.
Fact: Actor Jacques Slade said the advertisement highlights power of sport
Fact: A Twitter user called it the best COVID spot
Fact: Another writer opined that books can be written on it
Looking back: Nike really knows how to make a mark with advertisements
Notably, Nike has always been in the news for its sensational ads.
The sports brand has always touched on sensitive topics that transcend sportsmanship across the ground. Take their Black Lives Matter advertisement for example.
Previously, Nike's 'Just Do It' campaign with Colin Kaepernick also got support from stars because of the footballer's #TakeAKnee protest to highlight brutality toward people of color.