Nike’s latest spot ahead of the Olympics features “baby” versions of famous athletes including Neymar Jr, Serena Williams and LeBron James, getting a motivational speech from actor Bobby Cannavale. The only problem is the ad has been accused of invoking Nike’s past child labour and sweatshop controversies.
The ad was directed by indie movie director Damien Chazelle for Wieden & Kennedy, Portland. The message is that “Champions weren’t born champions. They were born babies”, with Nike’s iconic slogan “Just do it” ending the piece.
https://youtu.be/ivqhMxjV7j8
The ad was uploaded to YouTube yesterday and has already clocked up over 12 million views on YouTube. However it’s not without controversy, detractors have drawn parallels with sweatshops. Read Business Insider Australia’s timeline of Nike’s labour practices and how the brand has tried to turn things around.
Twitter:
@Nike “Time to get to work in the factory, kiddos! Them shoes ain’t gonna sew themselves!” #justdoit
— Terrence Nowicki, Jr (@deephurting) July 25, 2016
@nike you employ child slave labour #fucknike
— nathan jones (@nathanjones4) July 24, 2016
Hey @Nike is this the factory where the shoes are made?
— (((Ian Kershaw))) (@Iankershaw) July 25, 2016
@Nike looks like Nike taking advantage and exploiting children also now. They really will do anything for profit.
— Ross Nelson (@RealRossNelson) July 24, 2016
I thought the new @Nike commercial was babies being trained to work in a sweatshop…
— Metronex (@Metronex_YT) July 25, 2016
@Nike nikes aren’t born , they’re made in a sweatshop
— Jacob (@szalbi2001) July 24, 2016
A statement on Nike’s website reads: “Nike specifically and directly forbids the use of child labor or sweatshop conditions in factories contracted to make Nike products.
“While Nike does not own or operate the factories that produce Nike product, we require them to comply with Nike’s Code of Conduct and Code Leadership Standards, which are audited by independent monitors as well as Nike’s field teams. Nike’s standards meet or exceed international standards set by the ILO conventions.
“To work on Nike product, employees in contracted factories must be at least 16 years old. In fact, the average age of a worker in a contract factory is 36 years old.
We believe that placing the worker at the center of the workplace and having factory management that respects and invests in its workforce will result in lasting positive results for workers, the factory and Nike. Read more about how we’re working with factory owners to improve labor conditions.”
CREDIT
- Agency:
- Wieden & Kennedy
- Client:
- Nike
- Client Contact:
- Ean Lensch
- Client Contact:
- YinMei San
- Client Contact:
- Amber Rushton
- Global Creative Director:
- Alberto Ponte
- Global Creative Director:
- Ryan O’Rourke
- Interactive Director:
- Dan Viens
- Executive Producer:
- Matt Hunnicutt
- Copywriter:
- Josh Bogdan
- Art Director:
- Pedro Izique
- Agency Producer:
- Erin Goodsell
- Digital Producer:
- Patrick Marzullo
- Digital Producer:
- Keith Rice
- Strategic Planning:
- Andy Lindblade
- Strategic Planning:
- Nathan Goldberg
- Strategic Planning:
- Reid Schilperoort
- Media & Communications Planning:
- Danny Sheniak
- Media & Communications Planning:
- John Furnari
- Media & Communications Planning:
- Brian Goldstein
- Media & Communications Planning:
- Jocelyn Reist
- Account Team:
- Chris Willingham
- Account Team:
- Alyssa Ramsey
- Account Team:
- Corey Woodson
- Account Team:
- Anna Boteva
