New Nike campaign asks if we’re running or training today
Nike recognizes the obsession people have with their first and second screens. We get caught burrowing down the rabbit hole of the internet. Social media and the lives and pictures of others rule our worlds.
A new campaign from Nike, "Time is Precious,” launching today, points out, with some cheeky observations, that time spent binge watching, scrolling through newsfeeds, and living vicariously through the lives of others on social media could be replaced by getting out and running or training.
Text and a digitized voice-over scroll through on six different spots, created by Wieden+Kennedy Portland, each tackling a different subject, like celebrity watching, viewing zombies, scrolling through pictures, commenting on stuff and opinions about opinions. Each spot ends pointing out that the summary just saved you multiple minutes or hours of your life with which you can get out and run or train.
Nike says the campaign is a build-up to the holiday season and the short films aim to encourage athletes of any level to give themselves the best gift of all: Time to do sport. So, are we training today?
Project name: “Time is precious”
Format: Film / Print
Client Contact: David Reti / Alex Lopez
Creative Directors: Chris Groom & Antony Goldstein
Creative: Stefan van den Boogaard
Creative: Tim Arts
Executive Producer: Matt Hunnicutt
Producer: Amy Berriochoa
Account Team: Anna Boteva, Luiza Prata Carvalho, Alyssa Ramsey
Strategic Planning: Zack Kaplan, Henry Lambert
Media/Comms Planning: Lisa Feldhusen, John Furnari
Business Affairs: Anna Beth Nagel
Project Management: Andrea Nelsen
Studio Designer: Leslie Waara
Studio Manager: Leticia Barajas
Motion Designer: Alex Bernard
Editorial Company: Joint
Editor: Eric Hill
Assistant Editors: JB Jacobs, Kevin Alfoldy, Mimi Bergen, Dylan Sylwester
Post Producer: Sarah Fink
Post Executive Producer: Leslie Carthy
Mix Company: Joint
Mixer: Noah Woodburn
Audio Assistant: Natalie Huizenga
Audio Producer: Sarah Fink