Nike: advert-body-1 by Wieden+Kennedy Amsterdam
- Location:
Nike is continuing its run of ads celebrating its ‘Just Do It’ slogan with a campaign celebrating the innate talent of middle-distance runner Caster Semenya, who was subjected to sex testing in 2009.
The International Association of Athletics Federations scrutinised the South African Olympian for her unnaturally quick pace, a talent that was attributed to her high levels of naturally occurring testosterone.
Nike’s latest work twists the questions regarding the fairness of her competing against other women with the statement: ‘When you’re born to do it, just do it.’
The latest film from the sports brand follows Semenya throughout her life: from her first steps as a baby to winning an international race. Yet from the moment her Nike trainer crosses the finish line, the film begins rewinding in slow motion.
Semenya’s journey to gold plays backwards as her voiceover asks: “Would it be easier for you if I wasn’t so fast? Would it be simpler if I stopped winning? Would you be more comfortable if I was less proud? Would you prefer if I hadn’t worked so hard, or just didn’t run? Or chose a different sport? Or stopped at my first steps?
“That’s too bad because I was born to do this.”
Nike hopes the film from director AG Rojas will convey a ‘sense of tenacity’. The spot was created by Wieden+Kennedy Amsterdam, which also produced a double-page print ad as part of the campaign.
The latter was printed as a double page spread in South African newspaper WHAT. The copy, which appears in the wake of Semenya’s speed, reads: ‘Too fast? Too bad.’
Credits
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director; Evgeny Primachenko, Hannah Smit, Craig Williams
Art Director: Teresa Montenegro
Copywriter: Christopher Cryer
Head of Production: Joe Togneri
Executive Producer Broadcast: Michael MacMillan
Broadcast Producer: Magda Czyz
Executive Producer Art: Maud Klarenbeek
Art Producer: Kate Barrett, Stacey Prudden
Planning Director: Stephane Missier
Communications Planner Director: Hillary Heath
Group Account Director: Kathryn Addo
Account Director: Amber Martin
Account Manager: Cassandre Beck, Molly Rugg
Head of Design: Joe Burrin
Studio Director: Lizzie Murray
Designer: Gustav von Platen
Studio Artist: Noa Redero
Project Manager: Loes Poot
Business Affairs: Fiona Fan
PRODUCTION COMPANY: PARK PICTURES
Director: AG Rojas
Director of Photography: Rina Yang
Producer: Nick Goldsmith
Executive Producer: Stephen Brierley
EDITING COMPANY: TRIM EDITING
Editor: Dominic Leung
Editor Assistant: Dave Davis
Producer: Tatyana Alexandra
AUDIO POST: WAVE STUDIOS
Sound Designers; Ed Downham, Alex Nicholls-Lee
MUSIC
Artist: Cam Ballantyne
Title: Caster
Studio: Beatworms
POST PRODUCTION: GLASSWORKS AMSTERDAM
VFX Supervisor / Lead compositor: Kyle Obley
Compositor: Jan van de Laar
On set VFX Supervisor: George Webster
Colourist: Scott Harris
Executive Producer: Anya Kruzmetra
Production Coordinator: Salt Ibraeva