Nike and Dirty Robber Celebrate the ‘Unlimited Pursuit’ of Female Olympians

By Erik Oster 

While last Friday’s “Unlimited Will” spot was the final entry in W+K Portland’s contribution to Nike’s “Unlimited” campaign, it appears the brand had one more final effort in the campaign. Nike worked with production company Dirty Robber (who worked on last month’s “Unlimited Serena Williams“) on “Unlimited Pursuit,” which, to its benefit, doesn’t attempt the meta voiceover approach of its W+K-crafted predecessors.

Instead, the spot relies on the actions of its impressive athletes: Scout BassettSimone BilesElena Delle DonneGabby DouglasAllyson Felix, Dafne SchippersShelly-Ann Fraser-PryceEnglish Gardner, Alex Morgan and Serena Williams. Set to Lissie‘s cover of Kid Cudi‘s “Pursuit of Happiness,” the spot documents each of its athletes in training. Needless to say, these women pull of some impressive feats while preparing for competition, with “Pursuit of Happiness” providing appropriate accompaniment and the actions resonating more absent the schticky voiceover gimmick.

It’s the kind of spot that could only really be pulled off at the conclusion of games, as viewers are now familiar with all these athletes and their stories. The spot functions as a reminder of the kind of hard work and determination that got these impressive athletes to where they are, with no need to deliberate on individual narratives.

Its focus on celebrating women athletes is an admirable one, particularly at a time when the different ways in which female and male athletes are covered is under scrutiny. Plus, Biles’ glance after sticking a perfect landing is a pretty ideal way to conclude the campaign.

Credits:
Nike Creative Director: Tad Greenough
Production Company/Agency: Dirty Robber
Exec Prod: Jason Puris
Exec Prod: Chris Uettwiller
Creative director: Martin Desmond Roe & Nick Frew
Post production Company: Coyote Post
Post production supervisor: Carlos Gonzalez
Editor: Celeste Diamos

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