Lance Armstrong might have proclaimed that his “tour was finished” a week ago, but that surely won’t spell an end to W+K’s Nike Livestrong campaign, which won the hearts of judges at basically every awards show this season thanks to the “Chalkbot” component.
This latest extension is called “Engine,” a short film which finds our hero in familiar territory, biking up the Jura Mountains, which will be the conclusion of stage 7 and starting point of stage 8 in this year’s Tour de France. The spot directed by Andrew Douglas is about empowerment, healthier lifestyle and the usual Armstrong/Livestrong talking points. The lushness and tranquility of the location is nice and all, but the multiple voices can cause a headache.
More: “Nike Turns London into a Gameboard for Running Promo”