W+K Portland, Nike Celebrate the ‘Unlimited Will’ of Mountaineer Kyle Maynard

By Erik Oster 

W+K Portland launched the final entry in its “Unlimited” campaign with a look at the inspiring Kyle Maynard. Maynard became the first quadruple amputee to climb Mount Kilimanjaro without prosthetics, and he’s also a wrestler and ESPY-award winning MMA fighter with a more agreeable personality than, say, Hulk Hogan.

The spot, which arrives on the heels of “Unlimited Youth” and “Unlimited Courage,” opens with Maynard climbing a snowy mountain peak as the voiceover says, “Here is a man, working hard, pushing his limits.” He then asks Maynard if he has “got this,” with the mountaineer replying in the affirmative, only to be taken aback when the camera pans out to reveal that Maynard is making the climb sans arms and legs. “Oh really? I must have left them at home,” Maynard replies when he says, “You don’t have legs either!?”

Maynard is undoubtedly an inspiring athlete and a natural choice for the limit-defying “Unlimited” campaign.

The meta voiceover approach, however, may be a bit much. It’s endearing when Maynard takes the voiceover actor’s shock at discovering he’s making the climb without any arms and legs with humor, but the, “Dude, that’s not funny. You’re on top of a mountain, it’s dangerous,” line diminishes his response. We almost wanted to hear Maynard get the last word.


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