W+K Portland got Richard Sherman to star in its new spot “Never Finished” for Nike, following on the heels of Sherman’s recent appearances for Neff earlier this month and Campbell’s in August.
The new spot deals with the hype train surrounding Sherman, as he is constantly bombarded with media discussions of whether or not he is “the best.” “Never Finished” does a good job at finding humor in the situation, aided by a believably exasperated Sherman. The highlight is probably the made for TV biopic, starring Damon Wayans Jr.
Sherman’s roles in ads so far have mostly seen the Seahawks star not taking himself seriously and playing with his public persona. That definitely continues with “Never Finished,” but the schtick is much less over the top than some of his past roles, and the more nuanced characterization fits Sherman well as the spot, more than anything, mocks the media hype that surrounds star players. It makes for an entertaining ad, and Sherman’s most enjoyable performance by far.
The campaign, which runs until October 9th, also includes five additional videos, with special cameos from Johnny Manziel, Victor Cruz, Ndamukong Suh and Ken Griffey Jr.
Credits:
W+K PORTLAND
Creative Directors: Alberto Ponte/Ryan O’Rourke/Dan Viens
Copywriter: Brock Kirby
Art Director: Lee Jennings
Producer: Endy Hedman
Executive Agency Producer: Matt Hunnicutt
Interactive Strategy: Reid Schilperoort
Social Strategy: Reid Schilperoort
Strategic Planning: Brandon Thornton
Media/Comms Planning: Daniel Sheniak/Charles Lee/John Rowen
Account Team: Jordan Muse/Corey Woodson
Business Affairs: Dusty Slowik
Executive Creative Directors: Mark Fitzloff/Susan Hoffman/Joe Staples
PRODUCTION
Production Company: Anonymous Content
Director: Mark Romanek
Executive Producer: Eric Stern
Line Producer: Aris McGarry
Director of Photography: Philippe LeSourd
EDITORIAL
Editorial Company: Exile
Editor/Assistant Editor: Kirk Baxter/Nate Gross
Post Producer: Toby Louie
Post Executive Producer: CL Weaver
VFX
Company: The Mill
Executive Producer: Sue Troyan
Producer: Christina Thompson/Adam Reeb
Coordinator: Kris Drenzek
Flame Artist: John Shirley
2D Artists: Stefan Smith, Brad Scott, Jake Albers, Kevin Flores, Remedy Huynh
3D Artists: Rasha Shalaby/Andy Wheater/Sun Chung
Telecine Producer: Natalie Westerfield
Colorist: Adam Scott
MUSIC/SOUND
Sound Design Company: Barking Owl
Sound Designer: Michael Anastasi
Music Company: Walker
EP: Sara Matarazzo (Walker)/Kelly Bayett (Barking Owl)
Original Music: Dom Kennedy “Here comes the best”
Songs: Tina Turner “Simply the best”/Joe Esposito “You’re the best”
MIX
Mix Company: Lime Studios
Mixer: Rohan Young
Producer: Susie Boyajan