Ad of the Day: Nike

Today's kids, destined to die younger, talk about what they'd do with five extra years

Headshot of Emma Bazilian

Want to hear something horribly depressing? (No? Too bad.) For the first time ever, the current generation of children is expected to have a shorter life expectancy than their parents. (Told you it was depressing.) Five years shorter, to be exact.

So, what gives? To state the obvious, we're getting lazier. According to Nike's Designed to Move campaign, there's been a massive drop in physical activity among kids in recent years. In the U.S. alone, physical activity has declined 32 percent in a single generation.

To bring attention to the issue, Nike partnered with Wieden + Kennedy in Portland, Ore., to produce this short video, which recently premiered at the annual Clinton Global Initiative meeting in New York. The (unbranded) spot asks kids what they would do with five extra years (you know, the years they're not going to have because they're all going to die young). Their responses range from ambitious ("Build a time machine," "Go looking for dark matter") to tear-jerking ("Make medicine for the sick," "Bring my uncle back") to curiously rodent-related ("Get more hamsters," "Be the boss of all the chipmunks").

And then the spot finishes with its coup de grace: Set against photos of these kids standing in abandoned athletic fields, text appears that says: "For the first time in history, this generation is expected to die 5 years younger than their parents due to lack of physical activity." Because even if it's too late to get your average adult to go for a run, there's nothing like juxtaposing a really cute kid with the possibility of death to scare any parent straight.

So, tell your children to go play outside. Or at least get them a mini treadmill. They make those.

Client: Nike
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Alberto Ponte, Ryan O'Rourke
Copywriter: Antony Goldstein
Art Director: Bertrand Fleuret
Producers: Katie Reardon, Hayley Goggin
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Production Company: Don't Act Big
Executive Producer: Emily Fincher
Director: Lance Bangs
Line Producer: Howard Kennedy
Director of Photography: Kevin Fletcher
Editing: Joint Editorial
Editor: Matthew Hilber
Postproduction: Lauren Pullano
Postproduction Executive Producer: Patty Brebner
Mixing: Charlie Keating, Joint Editorial

@adweekemma Emma Bazilian is Adweek's features editor.