Nike ‘make the difference’ by Wieden & Kennedy London

Most of us who appreciate good advertising, appreciate the work of W&K for Nike Football.

It is creatively insightful, global in scale and utilizes all of their assets (players and teams) to full effect.

The really interesting thing about the campaigns is the level of continuity and integration across platforms, countries and products.

The new offering is the “Make The Difference” campaign. The integrated campaign of TV, OOH, Print and Digital premieres in the UK and then continues to roll out globally throughout the year. It is about what makes the players who feature in the spots truly great.

The first two spots featuring Theo Walcott (Arsenal) and Wayne Rooney (Man Utd), premiered in the Arsenal v Man Utd match last Saturday. Obvious but excellent placement.

The Rooney spot, shot by director Malcolm Venville, opens on a very mentally focused Rooney staring at his reflection in a locker room mirror. It delivers a professionals passion for the game in a new innovative way. Great stuff – even for a Newcastle fan.

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Nike SB – Today Was a Good Day – P. Rod and Ice Cube

Nike SB have produced a “Zoom Air Paul Rodriguez III” a very grand name for the new shoe named after Paul or “P. Rod”, one of their professional riders and a budding actor.

The launch has a very “sick” ad (in the words of the fans), featuring Ice Cube in his low rider complete with evil grimace.

There is a great pay-off on the version below, but the version on-air doesn’t include it. Shame as this really contributes a lot to the ad:

It is a very tight, well shot piece of work with the right soundtrack. You will be nodding along in a hip-hop style. It presents another street credible side to Nike – along with Livestrong and other sports. Nike have done well to hold onto credibility in so many different areas.

Clever stuff, close to their consumer and still going strong.

Nike Chalkbot and Lance Armstrong: Tour De France Winners

The coverage of the Tour has been a great success.

Much of the coverage features some great commentary from Phil and Paul who discuss the riders and the stages throwing in facts to make you feel like you’re on a gastronomic and historical tour of regional France.

One thing that caught my attention last night was Lance Armstrong. Hard to miss him, but the commentary talked about his Livestrong campaign featuring his series of designer bikes that would be auctioned and the success of the “Chalkbot” campaign.

An Example and video below explains all via the agency DeepLocal

Basically, playing off the tradition to chalk messages on the road during the tour, Nike set up a twitter and website allowing people to submit their own “Livestrong” messages:

http://www.nike.com/nikeos/p/livestrong/en_US/chalk_messages

What’s amazing is the depth and breadth of the campaign as a whole. Few Brands other than Lance and Nike could pull off such an ambitious and well executed campaign. The awareness amongst a new audience is pivotal in its success.