Ad of the Day ‘You’re It’ Becomes a Rallying Cry for Kids to Push Their Limits in Nike’s New Anthem Wieden + Kennedy Amsterdam launches first Nike Kids work By David Griner|September 11, 2019 In W+K Amsterdam's first spot for Nike Kids, empowering energy flows from one young athlete to the next.NikeShare By David Griner|September 11, 2019 Share 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. The ad spans the globe, showing kids embracing their power and potential at activities ranging from tennis and soccer to skateboarding and dance. The spot is reminiscent of several other Nike spots in recent years. While it’s no surprise the ad captures some of the energy from 2017’s “What Are Girls Made Of?”, which was also created by W+K Amsterdam, it’s perhaps most similar in style and genre-blurring visual approach to “Nothing Beats a Londoner” from W+K London. While that spot was specific to one city, its pulsating and constantly shifting leaps among different activities seemed to set the playbook for what we see in “You’re It.” You can check out those earlier spots below, followed by the credits for the new work: CREDITS: Agency: Wieden + Kennedy Amsterdam Executive Creative Director: Eric Quennoy, Mark Bernath Creative Director: Craig Williams, Evgeny Primachenko Art Director: Guney Soykan Copywriter: Mohamed Diaa, Tyler Andre Head of Broadcast Production: Joe Togneri Broadcast Producer: Tony Stearns, Cory Chonko Senior Interactive Producer: Alex Smith Group Account Director: Kathryn Addo Account Director: Franky Wardell Account Manager: Margot Paquien, Fulvio Itagiba Head of Planning: Martin Weigel Planning Director: Reid Schilperoort Planner: Alex Janneau Head of Comms & Digital Strategy: Danielle Pak Comms Planning Director: Elsa Stahura Head of Design: Joe Burrin Studio Director: Lizzie Murray Designer: Gustav von Platen, Dean Pauley, Soren Danielsen, Leeza Pritychenko, Lewis Beedham Project Manager: Caroline Kosse Business Affairs: Michael Graves, Fiona Fan Production: Riff Raff Director: David Wilson Director of Photography: Monika Lenczewska 1st AD: Chris Kelly Casting: Sophie North / Isobel Mascarenhas-Whitman Production Designer: Alison Dominitz Stylist: Ameena Callender Producer: Cathy Hood Executive Producer: Matthew Fone Production Manager: Stuart Butterworth Editing: Final Cut Editor: Joe Guest Audio Post: Grand Central Sound Designer/Mixer: Raj Sehgal Music Artist / Title: Zanillya X Humphrey Dennis, “You’re It” Music Company: Leland Music Postproduction: MPC VFX Lead: Kamen Markov Motion Design Lead: James McIver CG Lead: Andy Steele Colourist: Phil Hambi Producer: Ryan Hancocks 2D Artist: Tom Harding 2D Artist: Josh Parks 2D Artist: George Brunt Motion Design: Adam Roche Motion Design: Manuel Sepulveda Motion Design: Donal o Keeffe Motion Design: Daphne Westelynck Motion Design: Kerim Camdzic Motion Design: Stef Peral CG: Tushar Kewlani CG: Alessandro Granella CG: Lewis Orton Adweek Adweek