Sometimes, I get a little tired of fake girl power, but I can't deny it works. And it works amazingly well with the female audience who will no doubt greatly enjoy this new Nike spot from Wieden + Kennedy, in which a chick in little pink shoes runs across the country for love.
I know we're all a little sick of seeing the woman being saved by the man, but is the only only alternative that an inept and bumbling man has to be saved by a woman? And why does the woman's ability in this spot have to revolve so heavily around loving a dude?
A lot of Nike's previous running spots have shown women who run strong because they love running. I know I'm supposed to feel all warm and happy about this new little love story, and I know I'm in the minority. But I feel like I'm speaking up for boyfriends, husbands, and dads everywhere when I say that I don't think we chicks need to depict you dudes as bumbling, inept and totally incapable just to make ourselves feel better. And I'm sorry advertising has been doing that a lot over the past few decades.
I mean, couldn't the poor guy have gotten a little closer to his cross-country goal? Maybe he could have bottomed out in Iowa? Or at least made it out of New York?
Nike says the new spot (which features cameos by Rosie Huntington-Whiteley and skateboarder Theotis Beasley) was "inspired by the idea that if a runner is strong, she can sing while running." A social-media element of the campaign, debuting next week, will challenge runners to test their strength by singing along, while running, to a special "Nike Free-Running Karaoke" mix. Let's hope it's not all love songs.
Agency: Wieden + Kennedy, Portland, Ore.
Global Creative Directors: Alberto Ponte, Ryan O’Rourke
Copywriter: Reuben Hower
Art Director: Stuart Brown
Senior Producer: Jennie Lindstrom
Account Team: Vanessa Miller, Rob Archibald
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Director of Broadcast Production: Ben Grylewicz
Production Company: Rattling Stick
Director: Ringan Ledwidge
Executive / Line Producer: Jennifer Barrons
Director of Photography: Jess Hall
Editorial Company: Work
Editor: Rich Orrick
Assistant Editor: Healy Snow, Heather Bartholomae
EP / Post Producer: Erica Thompson
COLOR / TELECINE
Company: The Mill
Colorist: Adam Scott
Producer: LaRue Anderson
VFX Company: The Mill
Executive Producer: Sue Troyan
VFX Producer: Arielle Davis
Lead Flame: Phil Crowe
Assistants: Becky Porter, Jake Maymudes, Paul O’Shea, Dan Lang, Edward Anderson, Joy Tiernan
Music Company: Beta Petrol
Composers: Marc Bianchi, Bryan Ray Turcotte
Creative Director: Bryan Ray Turcotte
Executive Producer: Dayna Turcotte
Sound Design Company: Mit Out Sound, M.O.S.
Sound Designer: Ren Klyce
Sound Design Producer: Misa Kageyama
Foley Editor: Malcolm Fife
FX Editor: Tim Nielsen
Foley Artists: John Roesch, Alyson Moore
Mix Company: Lime Studios
Mixer: Rohan Young
Assistant Mixer: Jeff Malen
Producer: Jessica Locke