Nike and Serena Williams Redefine What It Means to Call a Female Athlete Crazy

When Nike kicked off its celebration of the 30th anniversary of its iconic "Just Do It" campaign with a two-minute spot featuring Colin Kaepernick, the brand spurred a conversation about the NFL, brand values and the short-term and long-term impact of a campaign Now, just days after its brand-damaging shoe splitting incident, the company has unveiled its follow-up, a 90-second ad narrated by Serena Williams set to air during tonight's Academy Awards ceremony on ABC. The spot, from Wieden + Kennedy in Portland, not only champions the accomplishments of female athletes but serves as a call to action, telling viewers to "Dream Crazier." [kickout id="1"] "Nike has a long history of recognizing and highlighting female athletes," explained a representative for Nike via email. "The 'Dream Crazier' spot is the start of a journey celebrating women in sport ahead of soccer’s biggest moment in France this summer. It is about helping athletes realize their full potential even in the face of adversity." Athletes featured in the spot include Simone Biles, Ibtihaj Muhammad, Chloe Kim and members of the U.S. Women’s National Soccer Team. Williams, who starred in Nike's 30-second Oscars spot last year, also appears in the ad. "The use of Serena Williams as the narrator amongst a number of athletes reflects her standing as one of the most inspirational athletes of her generation who empowers girls to continue to believe in their own crazy dream," noted the representative. "Nike continues to champion female athletes and change the game for women in sports as it has for more than 40 years—inspiring and enabling female athletes of all levels to achieve their potential in sport and fitness." The 90-second ad was directed by Kim Gehrig, who also directed a recent spot for Gillette that took on toxic masculinity. CREDITS CLIENT NIKE W+K PORTLAND Creative Directors Alberto Ponte, Ryan O’Rourke Copywriter / Art Director Alex Romans, Emma Barnett Integrated Production Broadcast Producer Shelley Eisner Production Coordinator Cole Davenport Executive Producer Jake Grand, Krystle Mortimore Head of Production Matt Hunnicutt, Mike Davidson Business Affairs Emily Kahn, Laura Caldwell Director of Business Affairs Amber Lavender Account Team Group Brand Director Andre Gustavo Brand Director Luiza Prata Carvalho Brand Executive William Frazier, Anthony Williams Strategy Global Group Strategy Director Andy Lindblade Brand Strategy Director Nate Goldberg Media Global Media Director Daniel Sheniak NA Media Director Reme DeBisschop Associate Media Director Emily Graham Media Supervisor Stephanie Campbell Media Planner Vivian Zhang Assistant Media Planner James Ramseur Design Studio Design Ops Manager Alicia Kuna Design Producer Michael Rosenau Designer Rob Mumford Retoucher Frazer Goodbody Creative Manager Zilla Peoples Integrated Traffic Manager Tim Bell, Marie Hernandez PRODUCTION Company Somesuch Partner / Managing director Sally Campbell, Tim Nash Director Kim Gehrig Executive Producer Nicky Barnes Line Producer Suzie Grenne-Tedesco Director of Photography James Laxton Head of Production Laura Hegarty Production Supervisor Courtney Nolen Assistant Production Supervisor DeeAhna Hernandez EDITORIAL Company Joint Editorial Editor Peter Wiedensmith Assistant Editors Vanessa Yuille, Trevor Schulte, Kristy Faris Post Producer Shada Shariatzadeh, Jen Milano Executive Producer Leslie Carthy Head of Production Patty Brebner Sound Designer Noah Woodburn, Natalie Huizenga VFX & Color Company A52 VFX Supervisor Pat Murphy 2D VFX Artist(s) Adam Flynn, Richard Hirst, Rod Basham, Joey Brattesani, Andy Davis, Dan Ellis, Kevin Stokes Online Editor Kevin Stokes, James Buongiorno, Sam Kolber Producer Michael Steinmann, Jillian Lynes Production Coordinator Andrew Rosenberger Executive Producer Kim Christensen & Patrick Nugent Managing Director Jennifer Sofio Hall COLOR Company Company 3 Colorist Tom Poole Color Producer Alexandra Lubrano Color Assistant Jenny Montgomery MIX Company Eleven Studios Mixer Jeff Young Assistant Mixer Andrew Smith Executive Producer Melissa Elston Producer Imani Franklin

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Nike and Serena Williams Redefine What It Means to Call a Female Athlete Crazy

Spot, airing in the Oscars, is a follow-up to Kaepernick's 'Dream Crazier' ad

Kristina Monllos

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Kristina Monllos