Simons Palmer posters for Nike put ’runner’s high’ into pictures

Simons Palmer Clemmow Johnson has tried to create a visual representation of a marathon runner’s extreme emotions in a new series of posters for Nike.

Simons Palmer Clemmow Johnson has tried to create a visual

representation of a marathon runner’s extreme emotions in a new series

of posters for Nike.



The posters, with their bright cartoon illustrations, use hallucinogenic

imagery in an attempt to show the ’runner’s high’ that runners

experience from the endorphins released inside the brain during a

serious run.



One execution, ’feet on the ground, mind in the stratosphere’, shows a

runner with his hair flying behind him and a bright ’magic eye’ attached

to his brain by a cord.



A second says: ’run - your spirit can walk the earth after you die.’



Another ad provides the exhortation: ’Run now. You could be reincarnated

as a slug,’ and pictures a runner, with limbs flailing, surrounded by a

bright golden halo, against a mountain backdrop. In the sky above him is

a cartoon slug, also surrounded by light.



All three posters, which go up next week, use the ’do running’ tagline

which appears on the TV commercials, encouraging Nike’s audience to live

for the moment.



The ads were written by Ros Sinclair and art directed by Sean

Thompson.



The illustrations are by Peter Loveday.



Manning Gottlieb Media, which handles media on the Nike account in the

UK, has bought up most of the six-sheet sites along the course of the

London Marathon, which takes place on 13 April. The six-sheet posters

will go up from 8 April, preceded by a number of 96-sheet posters that

appear on 1 April.



Simons Palmer claims the posters are a departure from the established

perception of running, which is all about training, routine, endurance

and pain. Robert Senior, the director of client services at Simons

Palmer, said: ’The ads demonstrate that Nike understands why runners get

addicted to their sport.’



Become a member of Campaign from just £46 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