The line between life and sport blurs in a new general training campaign for Nike from Wieden & Kennedy.
Four almost wordless TV spots broke last week on network and national cable. All involve everyday people training for a particular sport, using the themeline, "What are you getting ready for?" Instead of the swoosh, the word "Nike" appears in small cursive letters at the end of each ad.
In one spot, a boy squeezes blood from a steak onto a soccer ball, which he then takes outside to dribble, and is chased by a pack of dogs.
A 60-second spot shows a man out for a morning run. As he leaves his house, he is gradually joined by dozens of professional runners, including Michael Johnson, until a virtual stampede is under way.
Another spot shows a baseball fan who concocts an odd brew with such ingredients as baseball cards, Nike shoes and even a baseball bat, all thrown in a blender.
The spots began airing during World Cup coverage, and will continue to run indefinitely, said Liz Hartge, a representative of the Portland, Ore.-based agency.