Creative Focus: Two-Timing

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Wieden & Kennedy Nike ads bring the Net and TV closer
In the ’80s, Nike had Bo Jackson. In the ’00s, it has the Internet. Wieden & Kennedy’s latest cross-training effort for Nike features premier athletes like Olympic sprinter Marion Jones and champion slugger Mark McGwire. But what’s most significant about the campaign isn’t the athletes’ antics–it’s the campaign’s daring use of the Net.
Instead of creating three blockbuster commercials to advertise the new Air Cross Trainer II, Wieden and Nike produced more than 20 by airing three on television and posting a series of endings for each on Nike’s Web site.




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