As brilliant as much of Nike’s marketing messages are, they can veer a little towards the predictable – dare we say it, even? – sanctimonious side.
So, the brand’s latest work – via incumbent agency Wieden + Kennedy – is a breath of fun, oddball air.
Called ‘Best Day Ever’, the spot doesn’t make a heap of sense, namely because it’s trying so hard to ram so many messages down your throat at once you kinda forget what the messaging was all about in the first place.
The ad plays out as Nike’s (to its credit) optimistic ode to the future where a woman will run the 100-metres in under 10 seconds, a shoe will grow from a plant, athletes’ mental health “will be respected” (a clear nod to tennis player Naomi Osaka) and a woman will run a marathon on Mars! Amongst other things.
Check out the wonderful strangeness below:
https://www.youtube.com/watch?v=Rm_aiDpkGmQ
Commenting on the spot, Nike’s CMO, DJ van Hameren, said: “I think of sport as a form of education. “You’ll learn how to win, how to lose. But you’ll also learn how to connect. You’ll learn about yourself. You’ll learn what excites you, what interests you—and you’ll do it through multiple stages in life.
“It may not start with, ‘I’m going to grow as a person because I’m doing this sport,’ but one day you’ll inevitably look back at that experience, and see how you developed through the lessons you learned and the people you connected with. I know that’s true for me,” van Hamaeren said.
