Nike Plays 'Musical Chairs'

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NEW YORK An arena full of basketball fans, players and cheerleaders participate in a raucous children’s game in a new TV spot for Nike Europe, which broke last Thursday across the continent.

“Musical Chairs,” by Wieden + Kennedy in Amsterdam, the Netherlands, opens with a seemingly ordinary basketball game. When the organ music stops, however, everyone freezes and then sits down as fast as he or she can. Chaos ensues: mascots collide with cheerleaders, basketball players run into the stands and there is a fight over every available chair, from the bleachers, to the restrooms and the locker room.

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