Nike Turns Can’t Into Can in Its Largest Women’s Campaign Ever

W+K's 'Better for It'

Nike's newest commercial captures the inner dialogue of a woman stuck behind a row of models during spin class; a runner through a half-marathon; and a beginner yogi unsure of her surroundings.

The spot, by Wieden + Kennedy, launches a campaign called #betterforit, which Nike says is its largest initiative yet in supporting and motivating women's athletic journeys. It's about "powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level," the company says.

It's a light, fun approach in contrast to more motivational Nike spots of the past, and it seems to be resonating with the average athlete. From the YouTube comments: "It's not often I love commercials. But this one reminds us that everyone has insecurities and that we can accomplish anything, and I think that's a really special thing to focus on in an ad."

This first spot, "Inner Thoughts," aired during the MTV Movie Awards on Sunday night. It looks like Nike is positioning "Better for it" as the less aggressive (but maybe equally motivating) alternative to "Just do it."

More videos and images below, plus credits.


Client: Nike

Project: "Better for It"

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Alberto Ponte / Ryan O'Rourke / Dan Viens

Copywriters: Heather Ryder / Darcie Burrell

Art Director: Patty Orlando

Producers: Molly Tait / Julie Gursha

Executive Agency Producer: Matt Hunnicutt

Interactive Strategy: Jocelin Shalom

Strategic Planning: Tom Suharto / Irina Tone

Media / Communications Planning: Emily Dalton / Destinee Scott / Emily Graham

Account Team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou

Business Affairs: Anna Beth Nagel

Executive Creative Directors: Mark Fitzloff / Joe Staples

Production Company: Iconoclast

Director: Matthew Frost

Executive Producer: Charles-Marie Anthonioz

Line Producer: Caroline Pham

Directors of Photography: Darren Lew / Joost Van Gelder

Editing Company: Rock Paper Scissors

Editor: Angus Wall ("Inner Thoughts" :60, :30) / Grant Surmi (:30, :15s)

Post Producer: Jared Thomas

Executive Post Producer: Angela Dorian

Visual Effects Company: A52

Visual Effects Supervisor: Jesse Monsour

Flame Artists: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst

Visual Effects Producer: Jamie McBriety

Color: Paul Yacono

Music Supervision: Nylon Studios

Artist: Apollo 100

Track: Joy

Sound Designer: Barking Owl

Mix Company: Lime Studios

Mixers: Matt Miller / Dave Wagg

Producers: Jessica Locke / Susie Boyajan

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