At this point, Nike and AOR W+K are just showing off. Their latest spot, “Possibilities,” is a fat, splashy kick-off to the 25th anniversary of its ubiquitous slogan, “Just Do It.” These type of Nike ads have always had a mythical quality, compared to other sports brands – like certain BBDO Foot Locker commercials – that are solid and funny. Nike is serious. W+K Portland is serious. Nike, Inc. is set to earn $25 billion in revenue this year, meaning we must be serious, too, when it comes to our purchases.
Being serious does not preclude Nike from a certain playfulness if you look hard enough. For “Possibilities,” the lightness comes from some Bradley Cooper voiceover that makes the viewer want to just do it, even though said viewer knows he/she can’t do it as well as professional athletes. That’s where stars like footballer Gerard Piqué and basketballer LeBron James come in, cameos that are almost taking the money out of your wallet before you know it.
For LeBron, the unofficial king of the summer, Nike has been creatively pumping out his spots for a few years now. This one may be a joint venture, but he subtly dominates the end with some clever winking done in the form of a fake dunk content. LeBron has never entered the NBA dunk contest. Maybe this is a hint for 2014? Or maybe it’s just smart marketing? Plenty of possibilities to choose from.
Credits after the jump.
Global Creative Directors Alberto Ponte / Ryan O’Rourke
Agency Executive Producer Matt Hunnicutt
Copywriter Edward Harrison
Art Director Sezay Altinok
Agency Producer Anna Smith
Agency Associate Producer Kirsten Acheson
Account Supervisor Vanessa Miller
Account Director Karrelle Dixon
Head of Production Ben Grylewicz
Executive Creative Directors Joe Staples/ Susan Hoffman
Business Affairs Manager Amber Lavender
Production Company MJZ
Director Nicolai Fuglsig
Executive Producer Emma Wilcockson
Producer Suza Horvat
Director of Photography Greig Fraser
1st AD Cliff Lanning /John Lowe / Todd Thompson
Production Designer Jeremy Hindle / Peter Andrus
Wardrobe Stylist Keith Wager/ Charlotte Chadwick
Location Manager Dave Doumeng
Production Supervisor Evan Wilson
Sports Coordinator Mike Fisher / Darren Tyson White
Spain Production Company Widescope Productions
Service Executive Producer Iñaki Villarias
Service Line Producer Karim El Masri
Artist The Kills
Song Future Starts Slow
Sound Design Barking Owl
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