The ad is in keeping with Nike’s previous spot Better For It, which focused on the struggle involved in partaking in sport and getting fit, rather than competitiveness. That ad, directed by Matthew Frost, featured a satirical tone though did receive some criticism on social media for featuring perfect models rather than real women.
For this new ad, titled Last, Nike has dropped the jokey tone, and instead chosen a more supportive approach, by focusing on the last runner to cross the line in the race, who is obviously struggling. The text at the end also has an inclusive vibe, with viewers invited to “come running with us at nike.com/running”.
Agency: Wieden + Kennedy Portland
Global creative directors: Alberto Ponte, Ryan O’Rourke
Interactive director: Dan Viens
Creatives: Heather Ryder, Darcie Burrell, Patty Orlando
ECDs: Mark Fitzloff, Joe Staples
Production company: Park Pictures
Director: Lance Acord