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.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

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

Partner content

8 ways that media can drive ecommerce

AGENCY

Job description: Marketing co-ordinator

10 takeaways from a decade of DOOH