Nike has been asking exercisers if they are running or training for a month. The 'Time is Precious' campaign was a simple way to get people to make time during their busy days for their training regimen.
Now, the shoe company is upping the game, featuring comedian and workout enthusiast Kevin Hart as 'The Man Who Kept Running' to promote the new Apple Watch Nike+. The series of seven short films starts with Hart mugging to the camera about how he got the new Apple Watch Nike+ in October, saying: “running is about to get amazingly active.” The storyline then says that he vanished the next day. It picks up months later as a film crew finds a heavily bearded Hart running through the desert non-stop, sleeping in a tent until his watch wakes him with, “are we running today?”
The humorous-yet-inspiring campaign shows Hart running on top of scenic mountains, jogging aside a wolf he named Hollywood and generally being a hyper-kinetic runner inspired by his new technology. The spots go on to show an ever-crazed Hart in the elements as he finds the perfect time to run in his Nike Lunar Epics and lives off the land in the middle of the desert with Hollywood.
The campaign gives people a glimpse into Hart’s fictional new life off the grid – one where “to find Kevin Hart, I had to leave Kevin Hart” – and shows how the Apple Watch Nike+ offers all the features – GPS, distance, route, reminders, etc – to make possible this life devoted to running.