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Nike Turns Can't Into Can in Its Largest Women's Campaign Ever W+K's 'Better for It'

Nike's newest commercial captures the inner dialogue of a woman stuck behind a row of models during spin class; a runner through a half-marathon; and a beginner yogi unsure of her surroundings.

The spot, by Wieden + Kennedy, launches a campaign called #betterforit, which Nike says is its largest initiative yet in supporting and motivating women's athletic journeys. It's about "powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level," the company says.



It's a light, fun approach in contrast to more motivational Nike spots of the past, and it seems to be resonating with the average athlete. From the YouTube comments: "It's not often I love commercials. But this one reminds us that everyone has insecurities and that we can accomplish anything, and I think that's a really special thing to focus on in an ad."

This first spot, "Inner Thoughts," aired during the MTV Movie Awards on Sunday night. It looks like Nike is positioning "Better for it" as the less aggressive (but maybe equally motivating) alternative to "Just do it."

More videos and images below, plus credits.

Adweek responsive video player used on /video.

Adweek responsive video player used on /video.

Adweek responsive video player used on /video.

Adweek responsive video player used on /video.

Adweek responsive video player used on /video.

Adweek responsive video player used on /video.

Adweek responsive video player used on /video.

CREDITS
Client: Nike
Project: "Better for It"

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Alberto Ponte / Ryan O'Rourke / Dan Viens
Copywriters: Heather Ryder / Darcie Burrell
Art Director: Patty Orlando
Producers: Molly Tait / Julie Gursha
Executive Agency Producer: Matt Hunnicutt
Interactive Strategy: Jocelin Shalom
Strategic Planning: Tom Suharto / Irina Tone
Media / Communications Planning: Emily Dalton / Destinee Scott / Emily Graham
Account Team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou
Business Affairs: Anna Beth Nagel
Executive Creative Directors: Mark Fitzloff / Joe Staples

Production Company: Iconoclast
Director: Matthew Frost
Executive Producer: Charles-Marie Anthonioz
Line Producer: Caroline Pham
Directors of Photography: Darren Lew / Joost Van Gelder

Editing Company: Rock Paper Scissors
Editor: Angus Wall ("Inner Thoughts" :60, :30) / Grant Surmi (:30, :15s)
Post Producer: Jared Thomas
Executive Post Producer: Angela Dorian

Visual Effects Company: A52
Visual Effects Supervisor: Jesse Monsour
Flame Artists: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
Visual Effects Producer: Jamie McBriety
Color: Paul Yacono

Music Supervision: Nylon Studios
Artist: Apollo 100
Track: Joy
Sound Designer: Barking Owl

Mix Company: Lime Studios
Mixers: Matt Miller / Dave Wagg
Producers: Jessica Locke / Susie Boyajan

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