On the twentieth anniversary of the launch of ‘Just Do It’, Nike kicks off its global advertising campaign for Beijing, with a new emotionally charged 60-second commercial, “Courage.”
The TV ad celebrates one of the most inspirational brand statements of all time, ‘Just Do It’, by capturing the very essence of an athlete’s motivation. The campaign also provides an innovative interactive platform, through nike.com/courage, where consumers can explore the story behind each iconic moment of the commercial. In the US and Europe, they can join the conversation by adding their own personal comments on the site starting next week.
The high-energy ad features 31 different Nike athletes from over a dozen different countries, including USA, Russia, Portugal, Switzerland, Afghanistan and South Africa. Some recognizable athlete faces from the past and present are featured and include: Michael Jordan, Cristiano Ronaldo, Roger Federer, Maria Sharapova, Liu Xiang, Michael Johnson, Steve Prefontaine, LeBron James, John McEnroe, Wayne Rooney, Joan Benoit and Kobe Bryant. The ad also includes amazing athlete stories such as seven-time Tour de France champion Lance Armstrong and closes with South African sprinter Oscar Pistorius.
“The commercial celebrates courage as the essence of the ‘Just Do It’ spirit,” said Joaquin Hidalgo, Nike Vice President of Global Brand Marketing. “The fast paced cut takes viewers on an inspiring journey highlighting obstacles athletes at every level must face and overcome.”
The TV commercial will kick off in Nike’s Asia Pacific and Americas regions on July 19th. In Europe, the Middle East and Africa regions the ad will begin select airing on July 25th and in the USA on August 8th. The 60 and 30-second ads were developed with Wieden+Kennedy Portland and feature the soundtrack “All These Things That I’ve Done” by The Killers.
If you want to know more about this campaign for Beijing, you can check nikelab.com
為迎接Nike 「Just Do It」經典廣告口號踏入第20個年頭， Nike特別推出全新一輯北京廣告企劃，以「COURAGE」為題的60秒電視廣告。
「Just Do it」，象徵著每個運動員的動力泉源，也是Nike品牌家傳戶曉的廣告宣傳口號。為慶祝這個口號誕生20週年，Nike特別推出這輯以「COURAGE」為主題的電視廣告，同時為顧客提供了一個嶄新的互動網上平台 nike.com/courage ，讓他們可以感受每個故事及片段背後的意義，對這個廣告概念有更深的了解，更可以留言，提供寶貴意見。
是次廣告企劃，匯聚了31名來自全球超過12個國家包括美國、俄羅斯、葡萄牙、瑞士、阿富汗及南非等的運動員的力量，絕對是一個極具爆炸力的廣告。而亮相於廣告內的運動員不乏古今國際體壇上熟悉的面孔如米高佐敦、C 朗拿度、費達拿、舒拉寶娃、劉翔、米高佐敦、Steve Prefontaine、LeBron James、麥根萊、朗尼、Joan Benoit及高比拜仁等。廣告片段內更加插了如7屆環法單車賽冠軍Lance Armstrong令人鼓舞的運動員小故事，並以短跑選手Oscar Pistorius的片段為廣告劃上完美句號。
「這個廣告歌頌『Just Do It』的精神所在－勇氣(COURAGE)」Nike Vice President of Global Brand Marketing Joaquin Hidalgo表示：「我們利用快速剪接的方式，將運動員於不同階段、不同比賽如何面對及克服困難的方法匯集在一起，帶領大家進入一個豐富充實、極具意義的視覺旅程。」
這輯全新的電視廣告，已於7月19日於亞太及美洲地區率先播出，將於7月25日在歐洲、中東及非洲地區播出，並於8月8日(即北京盛事開幕當日)在美國播放。是次的兩段分別為60及30秒的電視廣告宣傳片段，是由世界著名的廣告公司Wieden+Kennedy一手策劃的，並灌以由來自賭城拉斯維加斯的四人樂隊The Killers演繹的「All These Things That I’ve Done」為主題音樂。
如欲知更多關於Nike特別為北京廣告企劃活動而設計的革新產品及超過35位設計師的資料，請登入Nike最新推出的網站nikelab.com。
