In association with
Nike Air Max 'endure' by Wieden & Kennedy, Amsterdam
Campaign Work, Tuesday, 29 August 2006 01:54PM
Wieden & Kennedy Amsterdam has unveiled its latest Nike television campaign for Air Max trainers. "Endure", set to 'Hurt' by Johnny Cash, highlights that the trainers can help athletes to overcome the mental and physical pain of sport. Footballer Ronaldinho is carried off the pitch, athlete Paula Radcliffe lies on the floor in despair during the race and tennis player Maria Sharapova looks mortified after losing a shot. The pain continues as athletes fall at the last hurdle, throw up, injure themselves and look pained. It ends with the strapline "a little less hurt", referring to the Nike Air conditioning helping to soften the physical impact on the body, a little. There is a second spot, "defy", which is more upbeat and focuses on the weightlessness athletes feel in the trainers.
This article was first published on Campaign Work
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Senior Brand Consultant - Brand Strategist Royds Raphael £85k-£100k+neg, London
- PROCUCTION MANAGER / DIRECTOR - BRANDING DESIGN & STRATEGY Royds Raphael £45k-£50k+neg, London
- Account Director / Senior Account Manager - Retail Branding & Interiors Royds Raphael £40K - £50K, London
- Media - Client Director Ball & Hoolahan £44,000 per annum, London
- Cobra introduces bra-making brewer 'The Boss'
- Anti-slavery charity creates '12 Years a Slave' tactical ad after Oscar win
- Majority of 15m Twitter users in the UK follow a newspaper
- Hooch appoints More and MJ Media for Keith Lemon campaign
- Birds Eye kicks off £60m pan-Euro campaign
- OgilvyOne loses BA business