Ad of the Day: Nike+

Thanks to Nike+, exercise is officially a video game. That's the clear message delivered in two eye-catching new ads for Nike+ FuelBand from Wieden + Kennedy in Portland, Ore. The FuelBand product—an accelerometer you wear on your wrist that tracks your activity and energy expenditures and translates them into "Nike Fuel"—has extended the gaming aspects of Nike's relationship with consumers introduced with the original Nike+. More than ever, it's all about racking up points and getting to the next level. So, the ads embrace that—presenting one's workout as a virtual game made real (well, hyperbolic but real-ish), with the athletes running around a city filled with buzzers and platforms and virtual opponents and even a guy throwing flaming barrels at you, Donkey Kong style. The spots, directed by Smuggler's Adam Berg—whose great reel includes the Philips "Carousel" spot and TalkTalk's "Homes Within Homes"—are a visual delight. Finely detailed, futuristic in their atmosphere but playful in tone, they make working out seem like fun, which is sort of the whole point. Nike's mission is aspirational wrapped inside practical—self-improvement through the addictive craving for data. Gaming has always relied on the latter; now it's just being put to a healthier use. The tagline reflects this optimism with an aggressive call to action: "Game on, world." Much has been made of the idea that Nike products are their own best marketing. In Cannes last month, Nike's Stefan Olander came close to scoffing at traditional communications relative to the self-perpetuating power of the company's new "ecosystem" of products and services. But rousing commercials still have their place. These two get a high score. CREDITS Client - Nike Global Agency - Wieden + Kennedy, Portland, Ore. SPOT - "Game On, World" Creative Directors - Alberto Ponte / Ryan O'Rourke / Dan Hon Copywriter - Antony Goldstein Art Director - Bertrand Fleuret Producer - Jeff Selis / Liam Doherty Account Team - Liam Doherty / Alyssa Ramsey Executive Creative Directors - Mark Fitzloff / Susan Hoffman Agency Executive Producer - Ben Grylewicz Production Company - Smuggler Director - Adam Berg Partners/Management - Patrick Milling Smith (Partner) / Brian Carmody (Partner) / Lisa Rich (COO/EP) Line Producer - Karen O'Brien Director of Photography - Joost van Gelder Editorial Company - Cosmo Street Editor - Paul Hardcastle Post Producer - Esther Gonzalez VFX Company - MPC Managing Director - Andrew Bell (LA) VFX Supervisor - Paul O'Shea (LA) / Daniel Marsh (LA) Executive Producer - Asher Edwards (LA) VFX Leads - Paul O'Shea (LA) / Daniel Marsh (LA) / Alex Lovejoy (NY) / Dean Robinson (NY) / Rob Walker (Lnd) VFX Producer - Susan Kurtz (LA) / Louisa Cartwright (NY) / Anandi Peiris (Lnd) Titles/Graphics - Casey McIntyre (LA) / Ben Persons (LA) Telecine Company - MPC Colorist - Mark Gethin (LA) Music+Sound Company - Lime Composer - Game On, World :60/:30 - The Seeds Sound Designer - Jeff Sudakin Song (if applicable) - The Seeds - "Pushin' Too Hard" Mix Company - Lime Mixer - Loren Silber Producer - Jessica Locke SPOT - "Run Your City" Creative Directors - Alberto Ponte / Ryan O'Rourke / Dan Hon Copywriter - Antony Goldstein Art Director - Bertrand Fleuret Producer - Jeff Selis / Liam Doherty Account Team - Liam Doherty / Alyssa Ramsey Executive Creative Directors - Mark Fitzloff / Susan Hoffman Agency Executive Producer - Ben Grylewicz Production Company - Smuggler Director - Adam Berg Partners/Management - Patrick Milling Smith (Partner) / Brian Carmody (Partner) / Lisa Rich (COO/EP) Line Producer - Karen O'Brien Director of Photography - Joost van Gelder Editorial Company - Cosmo Street Editor - Paul Hardcastle Post Producer - Esther Gonzalez VFX Company - MPC Managing Director - Andrew Bell (LA) VFX Supervisor - Paul O'Shea (LA) / Daniel Marsh (LA) Executive Producer - Asher Edwards (LA) VFX Leads - Paul O'Shea (LA) / Daniel Marsh (LA) / Alex Lovejoy (NY) / Dean Robinson (NY) / Rob Walker (Lnd) VFX Producer - Susan Kurtz (LA) / Louisa Cartwright (NY) / Anandi Peiris (Lnd) Titles/Graphics - Casey McIntyre (LA), Ben Persons (LA) Telecine Company - MPC Colorist - Mark Gethin (LA) Music+Sound Company - Lime Composer - Cornelius Sound Designer - Jeff Sudakin Song (if applicable) - Cornelius - "Count 5 or 6" Mix Company - Lime Mixer - Loren Silber Producer - Jessica Locke

Brand Marketing

Ad of the Day: Nike+

W+K and Adam Berg turn your world into a video game in sublime new spots

Tim Nudd

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Tim Nudd