W+K Delhi launched a new musical spot for Nike (more of a branded music video than an ad, really) celebrating the country’s female athletes to the tune of Gener8ion and Gizzle‘s “Da Da Ding” (also the name of the spot).
Directed by François Rousselet, the spot eschews voiceover narration and dialogue, instead letting the stylized images of athletes (complete with bright Nike kicks) and the anthemic music (W+K India co-wrote the lyrics with Gizzle) to do the talking. Among the athletes appearing in the ad are movie star and former national badminton player Deepika Padukone, surfer Ishita Malaviya and national field hockey player Rani Rampal.
“Sport in India has a massive image problem, particularly for women. What we set out to do is give it a complete makeover by making it cool, accessible and fun,” W+K India creative director Mohamed Rizwan said, in a statement. “To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.”
Indeed, the music video is inspiring, making athletic endeavors like running and parkour seem exhilarating, rather than exhausting and painful. Its stylish approach just might succeed in getting more Indian women involved in sports by making them seem like an accessible, fun and worthwhile endeavor — and sell some Nikes in the process.
In addition to the music video, which has over 350,000 views since being uploaded yesterday, the campaign also includes a collaboration with photographer Aman Makkar. W+K India commisioned Makkar to take a series of portraits of everyday athletes, as well as Nike’s NTC Trainers and national athletes. There’s also a social element, focusing on content uploaded to Instagram and Dubsmash by members of the “girl sport squad.”
Credits:
Client: Nike India
Agency: Wieden + Kennedy, Delhi
Executive creative directors: Kim Papworth, Susan Hoffman
Creative Director: Mohamed Rizwan
Writer: Ankita Tobit
Art Director: Anyaa Dev
Account Director: Aparna Battoo
Account Manager: Jayaram Shankar
Agency Producer: Deb Drumm
Director of Emerging Markets: Karrelle Dixon
Managing Director: Patrick Cahill
Global Planning Director: Andy Lindblade
Planner: Michelle Arrazcaeta
Global Media Planning Director: Danny Sheniak
Production company : Division
Director: François Rousselet
Executive producer: Jules de Chateleux
Editor: Tom Lindsay, Trim Editing
DOP: Matias Bouchard
Music: Da Da Ding – Gener8ion, feat. Gizzle (vocals)
Photographer: Aman Makkar