W+K Tokyo Plays Loud for Nike

By Erik Oster 

W+K Tokyo launched a new spot for Nike Korea featuring Korean soccer legend Lee Young-Pyo.

The spot opens on Lee as a third base coach, telling a runner who has just stolen the bag, “This is a waste of time.” He continues as the voice of naysayers throughout, telling runner to find a job and offering up discouragement to a women’s volleyball team. The tone changes around the halfway point of the 90-second ad, when that volleyball team comes back from a previous setback and each of the athletes featured turns things around. It’s a good execution of the longstanding “Just Do It” theme, here showing triumphant athletes competing to better themselves despite the naysayers claiming they’re wasting their time. Directed by AG Rojas, the timing of the spot works well with Lee’s incessant putdowns, with just the right balance between the naysaying and subsequent accomplishments. A 60-second broadcast version of the spot will make its debut tonight at eight in Korea, and the campaign will be supported by a “Be Heard” social activation in partnership with mobile messaging app KakaoTalk. 

Credits:

W+K TOKYO
Executive Creative Directors: Mike Farr, Tota Hasegawa
Creative Director: Adam Koppel
Art Director: Daisuke Maki
Designers: Choro Koumae, Eriko Wakabayashi
Agency Producer: Darryl Hagans
Account Team: Ollie Pym, Ryan Johnson, Casey Yoneyama, Liwon Kim
Business Affairs: Manager Amber Lavender
Digital Planner: Greg White
Strategic Planner: Maria Correa

FILM PRODUCTION
Production Company: Park Pictures
Director: AG Rojas
Director of Photography: Alexander Disenhof
Executive Producers: Jackie Kelman Bisbee, Scott Howard
Line Producer: Timothy Kerrison, David Hong
Production Designer: Brian Croke

COPYWRITING
Company: Mate

EDIT (Play Loud)
Editorial Company: Exile Edit
Editor: Connor O’Neill
Post Producer: Denice Hutton
Lead Assistant Editor: Rex Lowry
Post Executive Producer: CL Weaver

EDIT (Be Heard)
Editorial Company: Cutters Tokyo
Editor: Aki Mizutani
Post Producer: Hayato Chaki

POST PRODUCTION
Finishing: Jameson DeSantis & Jeff Aquino @ Arsenal
Colourist: Gregory Reese @ The Mill

MUSIC
Music Company: Walker
Composer: Eric Stamile
Executive Producer: Sara Matarazzo
Music Producer: Abbey Hickman

SOUND
Sound + Mix Company: Lime Studios
Sound Designer / Mixer: Loren Silber
Executive Producer: Susie Boyajan

PHOTOGRAPHY
Production Company: Visual Factory
Producer: Chang-Hwa Jung
Photographer: Jong-Hyuk Lee

DIGITAL PRODUCTION
Company: HS Ad

MEDIA AGENCY
Company: Innocean

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