One-Man Highlight Reel Odell Beckham Continues Nike’s ‘It’s Only Crazy Until You Do It’ Campaign

Giants wide receiver sets an audacious goal to become legendary

Classic OBJ. Nike

Odell Beckham Jr.’s array of one-handed catches and slippery jukes on the field are the thing of legend. Since entering the league in 2014, the New York Giants has been a one-man highlight reel, has become one of the most entertaining players in the NFL and inspired young football players to channel their inner OBJ. Freshly inked with a new deal from the team this season—in addition to what is reportedly the largest shoe contract in the NFL from Nike—there are millions of reasons for Beckham Jr. to dance.

Yet a new ad for the footwear giant is all about Beckham Jr.’s desire to achieve greatness. A transcendent talent, the LSU alum opens the spot by saying “Honestly, it sounds crazy enough, but I don’t feel like I’ve done anything, really.” From there, highlights (and celebrations) aplenty reveal a timeline of Beckham Jr.’s rise from high school, through college and to the pros, anchored well by the propulsive Michael Jackson hit “Don’t Stop ‘Til You Get Enough.”

The ad, part of the brand’s “It’s Only Crazy Until You Do It,” campaign is plausibly similar to the brand’s Serena Williams spot charting her path to greatness, but doesn’t have similar gravitas. Nor does it carry the same emotional weight as Nike’s launch ad featuring Colin Kaepernick, but it is 60-seconds of pleasing eye candy for football buffs and beyond.

Now the trick for Beckham Jr. will be to see his desire for championships through. He is a generational talent, but the main issue is that he plays for the New York Giants, a team that is languishing in last place in the NFC East. So, for the time being, yeah, it’s crazy to think that Beckham Jr. will end up with a championship any time soon but, of course, nuttier things have happened in the past.


Client: Nike
Agency: Wieden + Kennedy Portland
Creative Directors: Alberto Ponte, Ryan O’Rourke
Copywriter/Art Director: Caio Mattoso/Lee Jennings
Creative Manager: Zilla Peoples

Integrated Production
Producer: Katie McCain
Executive Producers: Jake Grand, Krystle Mortimore
Head of Production: Matt Hunnicutt, Mike Davidson
Business Affairs: Alicia Willett
Director of Business Affairs: Amber Lavender

Account Team
Group Brand Director: Andre Gustavo
Brand Director: Luiza Prata Carvalho
Brand Executive: William Frazier

Global Group Strategy Director: Andy Lindblade
Brand Strategy Directors: Nathan Goldberg, Reid Schilperoort

North America Media Director: Reme DeBisschop
Media Planner: Anthony Holton

W+K Studios
Studio Designer: Matt Blum
Creative Manager: Zilla Peoples
Integrated Traffic Manager: Marie Hernandez
Integrated Traffic Supervisor: Tim Bell

Company: Joint
Editor: Eric Hill
Assistant Editors: Mimi Bergen
Post Producer: Chris Girard
Post Executive Producer: Leslie Carthy

VFX & Color
Company: Joint
Lead Flame Artist: Raphael Mosley
Flame Artist: Seth Silberfein
Flame Artist: Noah Poole
Flame Artist: David Jahns
Flame Artist: Kevin Alfoldy
VFX Executive Producer: Alex Thiesen

Company: Joint
Colorist: Jasmine Vasquez

Company: Joint
Mixer: Noah Woodburn/Natalie Huizenga

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.