Ad of the Day: Nike

Action-sports stars play by starlight in this extraordinary new global spot

They don't have the name recognition of Michael Jordan or LeBron James, but in many ways that makes them cooler. Action-sports stars including skateboarder Paul Rodriguez, snowboarder Danny Kass and surfers Julian Wilson and Laura Enever get top billing in this flashy new global Nike "Just do it" campaign from 72andSunny. The 90-second centerpiece spot (posted below), directed by Lance Acord, was filmed over the course of a year, all at night, in places as far afield as Whistler, Aspen, Bali, Hawaii, Florida, New York City and Los Angeles. Visually, it's a treat. The night setting lends a grandeur to the athletes, metaphorically honoring the purity of what they do (toiling in relative obscurity, a kind of darkness) while enabling eye-catching light displays and pyrotechnics you'd never get in the daytime. It's the ultimate after-hours party with the world's coolest kids. The soundtrack, "I Got a Thing"—written by Clarence "Fuzzy" Haskins of Funkadelic and performed by Hanni El Khatib—is suitably anthemic, and the fiery neon-red swoosh and tagline floating in the water at the end feels almost mythical, bathing the surfers in the reflected glow of hero worship. The colors throughout are astonishing—quite a feat for a nighttime shoot. There is, of course, a social component. Skaters, surfers, BMX riders, snowboarders and skiers can submit videos of themselves and their crew for a chance to travel with the Nike team. The spot itself will air in 23 markets worldwide, including the U.S., China, Brazil, Western Europe and Australia. A 3-D version will hit cinemas over the Fourth of July weekend. Nike says the spot represents "a passing of the torch to the next generation of sports heroes." Whether they become household names is beside the point. They're the center of their own private but growing universe, and now Nike's as well.

CREDITS
Agency: 72andSunny
Client: Nike
Executive Creative Director: John Boiler
Executive Creative Director: Glenn Cole
Designer: Rob Teague
Creative Director: Jason Norcross
Creative Director: Matt Murphy
Writer: Cody Osborne
Director of Film Production: Sam Baerwald
Producer: Danielle Tarris
Production Company: Park Pictures
Director: Lance Acord
DP/Cameraman: Lance Acord
DP/Cameraman: Dave Seaone
DP/Cameraman: Don King
DP/Cameraman: Greg Schmidt
Producer: David Mitchell
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Justin Pollock
Executive Producer: Mary Ann Marino
Editorial: Final Cut
Editor: Chris Jones
Editor: Graham Turner
Editor: Ben McCambridge
Editorial Producer: Marie Foley
Editorial Producer: Jennifer Miller
Executive Producer: Saima Awan
VFX: The Mill
Flame Artist: Bill Higgins
Senior Producer: Arielle Davis
Telecine: CO3
Colorist: Sean Coleman
Audio Post: Lime Studios
Mixer: Rohan Young
Mixer: Joel Waters
Sound Effects: Barking Owl
Sound Designer: Michael Anastasi
Executive Producer: Kelly Fuller
Music: Hanni El Khatib