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In the traditional game of tag, being “it” usually isn’t a positive, since it turns you into a sort of infection vector looking to get rid of the burden as fast as possible. But perhaps there’s another way to picture being “it”: as an empowered seeker around whom all action is centered.
Nike’s new spot “You’re It”—the first for Nike Kids from agency Wieden + Kennedy Amsterdam—brings the brand’s high-adrenaline and visually fluid approach to a younger demographic.