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Ahead of the Paris Summer Olympics 2024, Nike just unveiled an inspiring new campaign celebrating the sheer determination of athletes.
Made together with Wieden+Kennedy Portland, the 90-second "Am I A Bad Person?" spot is narrated by American actor Willem Dafoe and features a handful of Nike's famous athletes.
While it harps on the popularity and hype of one of sports' biggest events, the advert also features NBA stars LeBron James and the late Kobe Bryant, as well as tennis player Serena Williams.
According to a Nike spokesperson, this is because the campaign is a representation of Olympians' inner monologue as they excel and "celebrate what it takes to be a winner," and these athletes embody the same mindset.
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Nicole Graham, Nike CMO further expounds on the themes of the star-studded initiative.
"This is about celebrating the voice of the athlete. It tells the tale of what it takes to be the (G.O.A.T) greatest of all time, the unformed legacies that still exist, as well as the hopes that will come true. The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there’s nothing wrong with wanting to win."
The Spirit of Winning
The spot isn't like your usual combination of sports montages and gameplay highlights.
It kickstarts with the Green Goblin himself asking the viewers a question in his characteristic villain-like voice: "Am I a bad person?"
The screen is then graced with visuals of sports superstars like James, Bryant, Williams, alongside NBA stars Giannis Antetokounmpo and Victor Wenbamyama, French footballer Kylian Mbappé, and more.
Each athlete feature highlights the passion and determination they have for their sport.
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"I'm single-minded. I'm deceptive. I'm obsessive. I'm selfish. Does that make me a bad person?" Dafoe continues.
The commercial takes a turn, showing the grit and descent into madness that comes with the love of the game.
"I'm delusional. I'm maniacal. You think I'm a bad person? Tell me," Dafoe urges, raising his voice.
After an epic sequence of athletes celebrating, whether on the field, the pitch, or the court, the actor makes his final statement, concluding the spot by saying, "Winning isn't for everyone."
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Apart from the main commercial, clips from the spot will also be shared across the athletes' social media pages.
Additionally, the sports giant will be launching several out-of-home (OOH) efforts that will run across U.S. cities and other countries.
OOH marketing is a key strategy for big brands looking to organically increase their reach.
Through billboards and other OOH activations, they can reach their target audience by carefully choosing where to roll out their campaigns, making it an effective way to spread brand awareness.
"Advertising is notorious for creating these heroes on large structures with beautiful images of people we admire. Also confronting the text on such a massive scale here is provocative because it’s a forward, assertive tone that we are taking," a Nike spokesperson shared.
Partnering with a top advertising agency is crucial in bringing life to your creative campaigns.
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