Ad of the Day: Nike Tests Your Limits as It Redefines ‘Just Do It’ at 25

Bradley Cooper voices grand new spot

Kids, try this at home! Run a marathon! Punch a professional MMA fighter! Humiliate the local street-basketball star! Ride an electric bull in the back of a moving pickup truck! Tell them Nike told you to do so!

For the 25th anniversary of its "Just do it" slogan (memo: you're old), the sportswear company and ad agency Wieden + Kennedy are trying something new, or rather, old: "Just do it" for very broad values of "it." This is a good spot, with the dueling narrators, seamless transitions and some impressive sets—rarely has a 90-second commercial looked so freakishly expensive.

The dance party, the marathon, the blacktop, the table-tennis room and the football game all have a surprisingly large number of extras involved, and then there's the use of actual sports stars to put the cherry on the whole thing. It's a massive undertaking by W+K, and director Nicolai Fuglsig manages to keep the whole thing fluid not merely by having the lead actors dress the same way from fantasy to fantasy, but by editing the shots together so that they switch over in the middle of a pan. It's impressive.

Bradley Cooper is adequately wry with his voiceover. And good choice of music, too: "Future Starts Slow" off Blood Pressures by The Kills.

Overall, it's a good, anthemic lead spot for the campaign, with branding that drives the viewer back to the slogan without slapping him or her in the face with it for a minute and a half. And it successfully suggests you can move beyond what you thought were your physical limits, even if you have but a fraction of the talent of a Piqué, Williams or James. (Also, look for the cameo by Chris Pine.) Moving beyond the TV spot, viewers can also explore their own "Possibilities" through activations including Nike+ Running and NikeFuel challenges.

One quibble: The rhino-riding shot is supposed to be cool, but it just makes me sad.


Client: Nike

Spot: "Possibilities"

Agency: Wieden + Kennedy, Portland, Ore.

Global Creative Directors: Alberto Ponte, Ryan O’Rourke

Agency Executive Producer: Matt Hunnicutt

Copywriter: Edward Harrison

Art Director: Sezay Altinok

Agency Producer: Anna Smith

Agency Associate Producer: Kirsten Acheson

Account Supervisor: Vanessa Miller

Account Director: Karrelle Dixon

Head of Production: Ben Grylewicz

Executive Creative Directors: Joe Staples, Susan Hoffman

Business Affairs Manager: Amber Lavender

Production Company: MJZ

Director: Nicolai Fuglsig

Executive Producer: Emma Wilcockson

Producer: Suza Horvat

Director of Photography: Greig Fraser

First Assistant Directorts: Cliff Lanning, John Lowe, Todd Thompson

Production Designers: Jeremy Hindle, Peter Andrus

Wardrobe Stylists: Keith Wager, Charlotte Chadwick

Location Manager: Dave Doumeng

Production Supervisor: Evan Wilson

Sports Coordinators: Mike Fisher, Darren Tyson White

Spain Production Company: Widescope Productions

Service Executive Producer: Iñaki Villarias

Service Line Producer: Karim El Masri

Editing Company: Rock Paper Scissors

Editor: Angus Wall

Post Producer: Toby Louie

Post Executive Producer: Carol Lynn Weaver

Assistant Editor: Austyn Daines

Visual Effects Company: A52

Visual Effects Executive Producers: Megan Meloth, Jennifer Sofio Hall

Visual Effects Producer: Scott Boyajan

Visual Effects Supervisor: Andy McKenna

Computer Graphics Supervisor: Kirk Shintani

Massive Pipeline Technical Director: Chris Janney

Color, Lighting Lead: Ian Ruhfass

Flame Artists: Andy Barrios, Hugh Seville, Paul Heagney, Steve Wolff, Cameron Coombs, David Parker

Computer Graphics Artists: Adam Carter, Caleb Hecht, Tom Connors, Tim Donlevy, Vivian Su, Joe Chiechi, Wendy Pham, Cody Woodard, Joe Panliagua, Michael Lori, Adam Newman, Andrew Romatz, Shelby Strong

Music: "Future Starts Slow" by The Kills