written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2020-05-21

Campaign: Nike - Never Too Far Down

Campaign: Nike - Never Too Far Down

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today it's all about the latest extension and continuation of the Nike campaign "You Can't Stop Us": the spot "Never Too Far Down".

Platforms:

TV, online, social media

Learnings:

  1. There are brands that accompany us all through our lives. Because they understand that a product without meaning will never have a place in the consumer’s life.
  2. There are brands that accompany us all through our lives. Because they understand what moves people at their core.
  3. There are brands that accompany us all through our lives. Because we believe in what they stand for at their very essence.


Background:

Lockdown, pandemic, insecurity – all of these have been going on for some time now. More and more people are asking themselves the question. Are we going to get through this? Sometimes it simply takes motivation, this deep belief in ourselves, this optimism despite all the difficulties - because we have already achieved so much that actually we thought was impossible.

Objective:

Always remember what this brand stands for. It's about much more than winning. It's about an attitude to life. "But it's when we're given no chance that we somehow found that last bit of strength to keep fighting."

Execution:

Here, too, Nike shows that you can always go one better. More emotion, more goosebumps, more passion. The voice over by LeBron James, with musical accompaniment from the David Bowie song "Life on Mars?" in the version by Trent Reznor and Atticus Ross - what could be better?


Hot or not?

Shows what we can learn from sport. For our lives. Especially today, in these unreal times that are real. "And then we did what no one thought we could, not even ourselves. We came back from the impossible." So human, so true.

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