Simons Palmer Clemmow Johnson unveils a new Nike campaign next
week, introducing the first Nike work to be produced since the creative
directorship of the account was handed over to Guy Moore and Tony
Two 48-sheet posters, featuring two of rugby union’s top English stars,
will go up across the country to celebrate the start of the Five Nations
rugby championships. They focus on the recent rule changes that are said
to have revolutionised the game.
The first execution states: ’There are still hard and fast rules to
Be hard and be fast.’ It stars Phil De Glanville, the captain of
England, in a pose that demonstrates the intensity of the sport - he is
clutching a rugby ball in one hand and clenching the fist of the other,
while looking fiercely at the camera.
De Glanville is renowned for his speed and quick decisions on the field,
and his seven broken noses bear testament to his toughness.
A second poster, ’fast forward’, features Lawrence Dallaglio, who is
known as one of the fastest and most athletic forwards in English
It shows Dallaglio running with the ball at full speed, in a blurred
image, complete with tracking lines, that looks as if it was taken from
a television set as the video player was shuttling fast forward.
Moore and Malcolm, who created the first poster, took over the creative
directorship of the Nike account when they joined Simons Palmer last
autumn (Campaign, 6 September 1996). The role was previously filled by
the agency’s other two joint creative directors, Andy McKay and Paul
Hodgkinson. The second poster was art directed by Graham Storey and
written by Phil Cockrell.
De Glanville and Dallaglio were chosen because Nike believes that are
key to the success of the England squad.
Media planning and buying on the campaign was by Manning Gottlieb Media.