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Nike: Never Too Far Down by Wieden+Kennedy

Client: Nike
Date: May 2020
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Against a backdrop of iconic sporting moments, LeBron James narrates Nike's latest lockdown campaign, using sport as a paradigm for persevering through challenges.

"We've all been underestimated and counted out. Those moments it felt like it was over," James voice arrives, as the film flicks through shots of remarkable moments in sport, including James himself, losing 3-1 against the Cavaliers, Serena Williams as she battled Karolína Plíšková 1-5 down in the third set at the Australian Open, and Tiger Woods - the moment he dropped to the ground due to extreme back pain, at the final round of The Barclays.

"But it's when we're given no chance that we somehow found that last bit of strength to keep fighting," James continues, while the spot casts over comeback stories that have now gone down in history. "We came back from the impossible, from being broken. We found a way when it seemed hopeless. We came back when we should have been long forgotten.

Seboka Erre is remembered for crawling over the Hannover Marathon finish line, to claim second place, the Patriots seize the Super Bowl title from Atlanta Falcons after a 25-point comeback and James' is seen leading the Cavaliers to become the first team to overcome a 3-1 deficit in NBA finals.

The scenes of painstaking resilience work to remind people during the global pandemic that they're, 'Never Too Far Down.'

The uplifting spot is part of Nike's ongoing campaign "You Can't Stop Sport," designed to motivate people through the pandemic.

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