W+K Portland launched a new broadcast spot for Nike, featuring a slew of star athletes and a young, multi-sport talent who puts Bo Jackson to shame.
The 90-second spot follows a young protagonist who is asked to join a basketball game by a group of players who are “short a guy.” He obliges, and thoroughly shows up the competition, before he is interrupted and asked to join a marathon. This pattern continues throughout the spot, during which the athletically gifted youth proves his merit at spots including basketball, running, baseball, soccer, football and more. Among the star athletes and Nike endorsers in the spot are MLB stars Mike Trout and Garrett Richards, NFL quarterback Andrew Luck, women’s soccer legend Mia Hamm, NBA star Anthony Davis and professional beach volleyball player Misty May-Treanor. While it drags a bit at times, it’s a fun premise, and one that allows Nike to squeeze in as many star cameos as possible (although it does feel like they missed an opportunity to throw Bo in there). The use of The Trashmen’s classic “Surfin’ Bird” fits the frantic pace of the ad perfectly, while emphasizing its summery feel. “Short A Guy” made its broadcast debut during the MLB Home Run Derby last night and is supported by digital and social initiatives.
“The ‘Short A Guy’ film and the #TakeonTJ campaign will drive people to our Gear Up hub on Nike.com, where they will find the best of Nike waiting to help them gear up for greatness this summer,” David Schriber, Nike vice president of marketing for North America, explained to Adweek. “#TakeonTJ is a social and digital push in which “TJ” represents the opponent you’ve always wanted to beat, but never could. Now, Nike aims to inspire you to train and, ultimately, take “TJ” down a few pegs. The Gear Up e-commerce hub also features advisers who give coaching and equipment tips.”
Credits:
Client: Nike
Project: North America Gear Up/ “Short a Guy”
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Chris Groom, Stuart Brown
Copywriter: Derek Szynal
Art Director: Jason Campbell
Producer: Ross Plummer
Executive Agency Producer: Matt Hunnicutt
Strategic Planning: Andy Lindblade, Brandon Thornton, Reid Schilperoort
Media/Comms Planning: Daniel Sheniak, Reme DeBisschop, Brian Goldstein, Emily Graham
Account Team: Karrelle Dixon, Jordan Muse, Corey Woodson, Shinya Kamata
Business Affairs: Dusty Slowik
Executive Creative Directors: Mark Fitzloff / Joe Staples
Production Company: Imperial Woodpecker
Director: Stacy Wall
Executive Producer: Doug Helbert
Line Producer: Matt Wersinger
Director of Photography: Jon Lynch
Editorial Company: Work, LA
Editor: Rich Orrick
Assistant Editor: Clay Doggett
Post Executive Producer: Marlo Baird
VFX Company: Joint Editorial, Portland
VFX Supervisor: Alex Thiesen
Flame Artist: Katrina Salicrup
VFX Producer: Rebekah Korebel
Music+Sound Company: Barking Owl
Sound Designer: Michael Anastasi
Song: Surfin’ Bird, The Trashmen
Producer: Whitney Fromholtz
Mix Company: Lime Studios, LA
Mixer: Loren Silber
Producer: Susie Boyajan