Text-based ad campaign from Nike urges us to get outside and run

Nike’s new ad campaign has no visuals – instead it simply features text and a voiceover telling us to stop wasting time looking at screens and go out for a run.

Nike Time is Precious ad

We’re used to slick, luscious visuals in Nike’s advertising, but the brand has cast that aside in this new campaign from Wieden + Kennedy Portland. Instead it opts for stark white text on a black background, spelling out why we should stop wasting our time on screens and get running or training.

The ad features a central spot, titled Time is Precious, which is shown below:

This is then accompanied by a series of shorter ads taking aim at particular sources of time-wasting, including looking at pictures, watching zombie films and celebrity gossip shows, and angrily sharing opinions on social media networks. Happily, none of them mention spending time reading about advertising on websites…

Agency: Wieden + Kennedy Portland
Creative directors: Chris Groom & Antony Goldstein
Creatives: Stefan van den Boogaard, Tim Arts
Motion designer: Alex Bernard
Editorial company: Joint

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