Nike's Trainspotting-style rants take a swipe at smartphone generation

A Nike campaign comprising a series of stark spots instructs viewers to stop looking at their phones and get outside.

Nike: Text campaign rails against smartphone culture
Nike: Text campaign rails against smartphone culture

Ditching its usual sporty visuals for white text over a black screen, Nike has unveiled six of the ads, each featuring a Siri-like voiceover.

In the longest spot, the Siri-a-like goes on a "Choose life"-style rant, beginning: "This commercial is just one minute, compared to the ten hours a day you spend glued to your screens."

A series of shorter videos appear to mock services like Facebook, Instagram and Twitter, without naming any of them.

The campaign was created by Wieden & Kennedy Portland.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More