Ad of the Day: Nike

They don't have the name recognition of Michael Jordan or LeBron James, but in many ways that makes them cooler. Action-sports stars including skateboarder Paul Rodriguez, snowboarder Danny Kass and surfers Julian Wilson and Laura Enever get top billing in this flashy new global Nike "Just do it" campaign from 72andSunny. The 90-second centerpiece spot (posted below), directed by Lance Acord, was filmed over the course of a year, all at night, in places as far afield as Whistler, Aspen, Bali, Hawaii, Florida, New York City and Los Angeles. Visually, it's a treat. The night setting lends a grandeur to the athletes, metaphorically honoring the purity of what they do (toiling in relative obscurity, a kind of darkness) while enabling eye-catching light displays and pyrotechnics you'd never get in the daytime. It's the ultimate after-hours party with the world's coolest kids. The soundtrack, "I Got a Thing"—written by Clarence "Fuzzy" Haskins of Funkadelic and performed by Hanni El Khatib—is suitably anthemic, and the fiery neon-red swoosh and tagline floating in the water at the end feels almost mythical, bathing the surfers in the reflected glow of hero worship. The colors throughout are astonishing—quite a feat for a nighttime shoot. There is, of course, a social component. Skaters, surfers, BMX riders, snowboarders and skiers can submit videos of themselves and their crew for a chance to travel with the Nike team. The spot itself will air in 23 markets worldwide, including the U.S., China, Brazil, Western Europe and Australia. A 3-D version will hit cinemas over the Fourth of July weekend. Nike says the spot represents "a passing of the torch to the next generation of sports heroes." Whether they become household names is beside the point. They're the center of their own private but growing universe, and now Nike's as well. CREDITS Agency: 72andSunny Client: Nike Executive Creative Director: John Boiler Executive Creative Director: Glenn Cole Designer: Rob Teague Creative Director: Jason Norcross Creative Director: Matt Murphy Writer: Cody Osborne Director of Film Production: Sam Baerwald Producer: Danielle Tarris Production Company: Park Pictures Director: Lance Acord DP/Cameraman: Lance Acord DP/Cameraman: Dave Seaone DP/Cameraman: Don King DP/Cameraman: Greg Schmidt Producer: David Mitchell Executive Producer: Jackie Kelman Bisbee Executive Producer: Justin Pollock Executive Producer: Mary Ann Marino Editorial: Final Cut Editor: Chris Jones Editor: Graham Turner Editor: Ben McCambridge Editorial Producer: Marie Foley Editorial Producer: Jennifer Miller Executive Producer: Saima Awan VFX: The Mill Flame Artist: Bill Higgins Senior Producer: Arielle Davis Telecine: CO3 Colorist: Sean Coleman Audio Post: Lime Studios Mixer: Rohan Young Mixer: Joel Waters Sound Effects: Barking Owl Sound Designer: Michael Anastasi Executive Producer: Kelly Fuller Music: Hanni El Khatib

Brand Marketing

Ad of the Day: Nike

Action-sports stars play by starlight in this extraordinary new global spot

Tim Nudd

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Tim Nudd