Change Of Tack On Nike Spots

Goodby, Silverstein & Partners’ new work for Nike’s girls basketball line takes a markedly different approach than that of Wieden & Kennedy, Goodby’s predecessor on the assignment.
Wieden’s last work was a haunting spot in which girls told viewers how playing sports will help them become strong, confident women more likely to avoid such things as domestic violence.
Goodby’s spots skip the lecture and instead feature a fictional team of determined female high school basketball players and lets the audience draw its own conclusions. No tagline or client name is used, but the camera pauses for the Nike logo on the girls’ shoes and clothes.
Why the turnaround, when the previous work was so admired?
Sources point to Pam Scott, account planning director on the business. Research conducted by Scott revealed that the female empowerment approach was getting to be a drag, said sources.
“The Wieden spot was aimed more at parents, while this work talks to the girls themselves,” said a Nike representative. The first spot (shown here) broke earlier this month.
–Joan Voight