After last year's brutal weather, folks in the Boston area might not be screaming "Snow day!" quite as exuberantly upon the arrival of this winter's first big storm. But New England Patriots hero Rob Gronkowski seems to have no problem with snowflakes as he headlines this epic, two-minute cold-weather commercial from Nike—ushering in the season of flurries, frozen feet and star-studded neighborhood Snow Bowls.
More than 20 pro athletes turn out for the ad, from Wieden + Kennedy in Portland, Ore., and Biscuit Filmworks director Steve Rogers. And no matter their actual sport, they all seem to be playing Winter Olympians for the day—if things like snowball fighting, snow-plow jumping and needlessly shattering lots of frosted glass could be Olympic sports.
In the end, they line up for a football game—fittingly, as the ad will get its first airing Thursday night during the Patriots-Dolphins game. (In fact, the pecking order of celebs here seems inspired by that very game, with Dolphins defensive tackle Ndamukong Suh being the first character Gronkowski encounters in his SportsCenter-like neighborhood, where only pro sportsmen and -women seem to live. Never mind that it's actually 70 degrees right now in Foxborough, Mass., where tonight's game will be played.)
The spot pushes Nike's Hyperwarm baselayer of workout apparel. And in fact, kicking off winter with a tribute to the Hyperwarm line is becoming something of a tradition for Nike. This spot is more straightforward than last year's, though, which was more theatrical and featured Chris O'Dowd as a weatherman of sorts, hyperbolically describing the effects of cold on the human body.
All the typical Nike energy and humor are there in the new spot, although it must be said that the constant falling snow obscures the athletes a bit and maybe dulls the impact somewhat. (These would be first world art director problems.)
Along with Gronk and Suh, the ad serves up Odell Beckham Jr., Le'Veon Bell, Eugenie Bouchard, Antonio Brown, Elena Delle Donne, Marlen Esparza, Paula Findlay, Lauren Fisher, Paul George, A.J. Green, Draymond Green, Luke Kuechly, Sydney Leroux, Carli Lloyd, Marcus Mariota, LeSean McCoy, Ben Roethlisberger, Eric Weddle and Steven Stamkos.
Also check out the behind-the-scenes video, which features many of the athletes reminiscing about their favorite snow day memories.
Project: North America Cold Weather | "Snow Day"
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Chris Groom, Stuart Brown
Copywriter: Brock Kirby
Art Director: Lee Jennings
Producer: Jeff Selis
Agency Executive Producer: Matt Hunnicutt
Designers: Edgar Morales, Seth Shelman
Studio Manager: Alicia Kuna
Motion: Sarah Gamazo, Jeff Ackley, Oliver Rokoff, Adam Sirkin
Color, Retouching: Frazer Goodbody, Saskia Thomson
Art Buyer: Grace Petrenka
Digital Production: Patrick Marzullo, Ben Oh, Evelyn Loomis, Jenna Simon
Digital, Social Strategy: Reid Schilperoort
Strategic Planning: Andy Lindblade, Brandon Thornton, Reid Schilperoort
Media, Communications Planning: Daniel Sheniak, Reme DeBisschop, Lisa Feldhusen, Natalie Welch
Account Team: Karrelle Dixon, Corey Woodson, Shinya Kamata
Project Manager: Andrea Nelsen
Business Affairs: Amber Lavender
Head of Production: Ben Grylewicz
Executive Creative Directors: Mark Fitzloff, Joe Staples
Production Companies: Biscuit Filmworks; Revolver
Director: Steve Rogers
Executive Producers: Shawn Lacy, Holly Vega, Dana Balkin
Line Producer: Jay Veal
Director of Photography: Alwin Kuchler
First Assistant Director: Craig Owens
Editing Company: Joint Editorial
Editor: Peter Wiedensmith
Assistant Editor: Dylan Sylwester
Post Producer: Jen Milano
Executive Producer: Leslie Carthy
Operations Director: Mary Zuleger
Visual Effects Company: The Mission
Lead Flame: Joey Brattesani
Animation Director: Piotr Karwas
On-Set Supervisor: Michael Gibson
Visual Effects Producer: Diana Cheng
Managing Director: Michael Pardee
Executive Producer: Ellen Turner
Music, Sound Company: Joint Editorial
Sound Designer: Noah Woodburn
Song (if applicable): The Payback
Mix Company: Joint Editorial
Mixer: Noah Woodburn
Producer: Jen Milano
Production Company: Zach King Vines
Director, Editor: Zach King
Producer: Jadon Gauthier
Photographer: Gary Land
Production Company: Avenue 53
Producer: Greg Broussard
Color: Company 3
Colorist: Siggy Ferstl
Behind the Scenes Video:
Production Company: BLS
Director, Editor: Jacques Slade
Producer, Editor: Matt Melander
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