Ad of the Day: Nike

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

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