W+K, Nike Inspire Marathoners

By Erik Oster 

W+K Portland launched a new spot for Nike celebrating the last place finisher in a marathon.

W+K Portland again teamed up with Park Pictures director Lance Acord, who the agency worked with on the 2012 spot  “Jogger” for the new 60-second ad, entitled “Last.”

So how is a spot about a last place finish inspirational? Set to the Aretha Franklin song “Every Little Bit Hurts” (a perfect fit), as the camera slowly pans all the way to the back of the marathon pack, the voiceover tells viewers that if you look up the word “marathon” it will tell you that the first guy to run 26.2 miles died. “And he was a runner,” it continues, “you are not a runner. You are especially not a marathon runner. But at the end of this…you will be.”

The well-written voiceover, direction and soundtrack all work together to form more than the sum of their parts. And while inspirational running ads are a dime a dozen, this one somehow manages to stand out from the pack, a marathon-like accomplish in itself. 


Client: Nike
Spot: “Last”
Format: :60/:30
Launch Date: Oct. 11, 2015, North America TV

Agency: Wieden + Kennedy, Portland, Ore.
Global Creative Directors: Alberto Ponte, Ryan O’Rourke
Interactive Director: Dan Viens
Interactive Producer: Evelyn Loomis
Global Executive Producer: Matt Hunnicutt
Writer: Heather Ryder, Darcie Burrell
Art Director: Patty Orlando
Producer: Shelley Eisner
Associate Producer: Julie Gursha
Strategic Planning: Henry Lambert
Business Affairs: Anna Beth Nagel
Account Team: Alyssa Ramsey, Marisa Weber, Molly Rugg
Executive Creative Directors: Mark Fitzloff, Joe Staples

Production Company: Park Pictures
Director: Lance Acord
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Mary Ann Marino
Line Producer: Caroline Kousidonis
Director of Photography: Lance Acord

Editorial Company: Rock Paper Scissors
Editor: Angus Wall
Post Producer: Angela Dorian
Post Executive Producer: Angela Dorian

VFX Company: A52
VFX Supervisor: Pat Murphy
Flame Artist: Pat Murphy
VFX Producer: Michael Steinmann
Titles/Graphics: Just Do It+ Nike title cards – Artwork from Patty Orlando

Music+Sound Company: Walker Music/Barking Owl
Composer: Edited track
Sound Designer: Michael Anastasi
Song: “Every Little Bit Hurts” – Aretha Franklin Album “Running out of Fools” 1964
Producer: Sara Matarazzo/Abbey Hickman, Walker / Kelly Bayett, Barking Owl

Mix Company: Eleven Sound
Mixer: Jeff Payne
Producer: Dawn Redmann