The TV ad celebrates one of the most inspirational brand statements of all time, ‘Just Do It', by capturing the very essence of an athlete's motivation. The campaign also provides an interactive platform, through www.nike.com/courage, where consumers can explore the story behind each iconic moment of the commercial. In the US and Europe, they can join the conversation by adding their own personal comments on the site, starting next week.
Some recognisable athlete faces from the past and present are featured and include: Michael Jordan, Cristiano Ronaldo, Roger Federer, Maria Sharapova, Liu Xiang, Michael Johnson, Steve Prefontaine, LeBron James, John McEnroe, Wayne Rooney, Joan Benoit and Kobe Bryant. The ad also includes amazing athlete stories such as seven-time Tour de France champion Lance Armstrong and closes with South African sprinter Oscar Pistorius.
“The commercial celebrates courage as the essence of the ‘Just Do It' spirit,” says Joaquin Hidalgo, Nike VP of global brand marketing. “The fast paced cut takes viewers on an inspiring journey highlighting obstacles athletes at every level must face and overcome.”
The TV commercial kicked off in Nike's Asia Pacific and Americas regions on 19 July. In Europe, the Middle East and Africa regions the ad will begin select airing on 25 July and in the US on 8 August. The 60 and 30-second ads were developed with Wieden+Kennedy Portland and feature the soundtrack “All These Things That I've Done” by The Killers.
View the ad at www.nike.com/nikeos/p/nike/en_US/courage.
