Ad of the Day: Nike

A woman runs across America, singing all the way, for love of her poor, weak man

Sometimes, I get a little tired of fake girl power, but I can't deny it works. And it works amazingly well with the female audience who will no doubt greatly enjoy this new Nike spot from Wieden + Kennedy, in which a chick in little pink shoes runs across the country for love.

I know we're all a little sick of seeing the woman being saved by the man, but is the only only alternative that an inept and bumbling man has to be saved by a woman? And why does the woman's ability in this spot have to revolve so heavily around loving a dude?

A lot of Nike's previous running spots have shown women who run strong because they love running. I know I'm supposed to feel all warm and happy about this new little love story, and I know I'm in the minority. But I feel like I'm speaking up for boyfriends, husbands, and dads everywhere when I say that I don't think we chicks need to depict you dudes as bumbling, inept and totally incapable just to make ourselves feel better. And I'm sorry advertising has been doing that a lot over the past few decades.

I mean, couldn't the poor guy have gotten a little closer to his cross-country goal? Maybe he could have bottomed out in Iowa? Or at least made it out of New York?

Nike says the new spot (which features cameos by Rosie Huntington-Whiteley and skateboarder Theotis Beasley) was "inspired by the idea that if a runner is strong, she can sing while running." A social-media element of the campaign, debuting next week, will challenge runners to test their strength by singing along, while running, to a special "Nike Free-Running Karaoke" mix. Let's hope it's not all love songs.

CREDITS

Client: Nike

Agency: Wieden + Kennedy, Portland, Ore.

Global Creative Directors: Alberto Ponte, Ryan O’Rourke

Copywriter: Reuben Hower

Art Director: Stuart Brown

Senior Producer: Jennie Lindstrom

Account Team: Vanessa Miller, Rob Archibald

Executive Creative Directors: Mark Fitzloff, Susan Hoffman

Director of Broadcast Production: Ben Grylewicz

PRODUCTION

Production Company: Rattling Stick

Director: Ringan Ledwidge

Executive / Line Producer: Jennifer Barrons

Director of Photography: Jess Hall

EDITORIAL

Editorial Company: Work

Editor: Rich Orrick

Assistant Editor: Healy Snow, Heather Bartholomae

EP / Post Producer: Erica Thompson

COLOR / TELECINE

Company: The Mill

Colorist: Adam Scott

Producer: LaRue Anderson

VFX

VFX Company: The Mill

Executive Producer: Sue Troyan

VFX Producer: Arielle Davis

Lead Flame: Phil Crowe

Assistants: Becky Porter, Jake Maymudes, Paul O’Shea, Dan Lang, Edward Anderson, Joy Tiernan

MUSIC

Music Company: Beta Petrol

Composers: Marc Bianchi, Bryan Ray Turcotte

Creative Director: Bryan Ray Turcotte

Executive Producer: Dayna Turcotte

SOUND DESIGN

Sound Design Company: Mit Out Sound, M.O.S.

Sound Designer: Ren Klyce

Sound Design Producer: Misa Kageyama

Foley Editor: Malcolm Fife

FX Editor: Tim Nielsen

Foley Artists: John Roesch, Alyson Moore

MIX

Mix Company: Lime Studios

Mixer: Rohan Young

Assistant Mixer: Jeff Malen

Producer: Jessica Locke