Nike’s new advertisement ‘Just Did It’

Our Correspondent

Nike’s new commercial is creating waves in the advertising industry, nay even among filmmakers, for its brilliant editing and a great script to foot.

The Portland-based Wieden + Kennedy has come up with a stunning new Nike commercial, put together from archival video. And each frame is expertly edited, with continuous action that does not miss a beat.

The agency, working with Pulse Films director Oscar Hudson, Joint editors Peter Wiedensmith and Jessica Baclesse, researched thousands of sports action sequences to combine into 36 split-screen moments in which the action on both sides merge into one.

And it also delivers a message about the power of sport when coronavirus is playing spoil sport. Copywriter Dylan Lee has come up with top-notch script and there is the voiceover by Mega Rapinoe.

The spot features some of the top-level athletes and along with everyday athletes.

Nike has put out some remarkable advertising throughout the pandemic, beginning with the “Play Inside, Play for the World” campaign in March, followed by an April spot saluting the millions of at-home athletes in quarantine.

Wieden+Kennedy was established in 1982, when two guys quit their day jobs to follow a client that made running shoes with a waffle iron. Dan Wieden likes to say that when the agency started, no one in their right mind wanted to come to this weird little city on the banks of the Willamette River. That’s been a driving force in shaping the agency today. And thankfully it’s gotten easier to convince people to come to our little corner of the Pacific Northwest.

The agency has a variety of clients, including Airbnb, BMW, Chrysler, Coca-Cola, Converse, FOX Sports, Facebook, Ford, Formula 1, HBO, Heinz, Honda, Instagram, KFC, Lurpak, Lyft, McDonald’s, Netflix, Old Spice, P&G, Royal Enfield, Samsung and Sprite.

The agency has offices in Amsterdam, New York, Tokyo, London. Shanghai, São Paulo and New Delhi.

Watch the ad here: