Nike 'how I fight' by Wieden & Kennedy Amsterdam

Athletes use their bodies as weapons in the latest Nike South Africa campaign, created by Wieden & Kennedy Amsterdam. The TV ad is set in Cape Town and directed by Joaquin Baca-Asay.

The ad aims to persuade people to fight on the sport field as an alternative to violence and to use their body as a weapon to bring about positive change in their lives.

The spot compares an athlete's body with a gun, arranging a series of sporting activities into the three stages of firing a gun: loading, aiming and firing.

A track athlete locking into his blocks becomes the gun being cocked, a shot of a diver hitting the water becomes the bullet entering an apple and finally a steaming footballer on a cold day is the smoking gun.


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