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Although Nike’s “Why sport?” campaign broke during the Olympics, it “was never intended to be Olympics-specific,” says Hal Curtis, creative director at Wieden + Kennedy in Portland, Ore. “It’s a brand campaign that examines how sport can make a difference in your life. We tried to dramatize that in memorable and unexpected ways.” Amen. You want memorable and unexpected? In “Horror,” distance runner Suzy Favor Hamilton outpaces a chainsaw-wielding psychotic who is left wheezing and exhausted after chasing her.
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