Nike is launching its first campaign through Wieden & Kennedy’s
London office next week with a series of ads which aim to get Londoners
Five 30-second and two ten-second TV spots eschew the stylish ’cool’
typical of the sector and even poke fun at fashion-conscious people who
wear trainers for style rather than for exercise.
Instead, they feature an Irish running fanatic called Donal who jogs
around London encouraging people to run in London’s parks and beside the
In one spot, he runs past the trendy west London restaurant, the Cow,
slowing down as he spots crowds of beautiful young things in trainers
drinking outside. Proclaiming that he’s ’found his soulmates’, he sits
down next to the bemused crowd. After several attempts to strike up a
conversation about running, he gives up and leaves, spotting the
restaurant’s name - ’Ah, the Cow. My sacred cow’ - as he runs off.
The ads break this weekend and will run for four weeks on Carlton, LWT,
Channel 4 and Channel 5. Two of the spots feature the Arsenal football
team and will run nationally over the broadcast period if an Arsenal
game is being shown.
The campaign, the first from the agency since it lost its creative
director, Nick Gill, to Bartle Bogle Hegarty (Campaign, 9 October), was
written by Tony Barry and art directed by Susan Hoffman.
The ads were directed by Jesse Peretz through Cowboy Films. Media will
be planned and bought by Manning Gottlieb Media.