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
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Digital Performance Director PFJ £40000.00 - £45000.00 per annum, London
- Social Account Director Dot-Gap £45k, Central London
- Digital Account Director - Leading Communications Agency Digital Gurus £43000 - £50000 Per Annum Up to £50K + Bens, London
- Marketing Manager fishtank £35000 - £45000 per annum, Bristol
- Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'
- IAB: ad is 'viewable' if half of it is seen for one second
- Powerade launches global World Cup campaign
- We Are Pi wins Wrangler's European creative account
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- YouTube reveals user habits to appeal to 'older' marketers