Winning Isn't For Everyone

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Am I a Bad Person

The last Nike campaign is asking one intriguing question: Am I a Bad Person?

This question is also the headline of the communication campaign, developed by ad agency “Wieden+Kennedy” and the TVC is narrated by the American actor Willem Dafoe.

In the TVC of the campaign are used video frames with Nike's famous athletes like Kobe Bryant, Serena Williams, LeBron James, Kylian Mbappé, Cristiano Ronaldo etc.

The video is dynamic, energetic and it makes you feel the spirit of the winners and Nike.

I’m sure everyone should fall in love with this video…..but only, if the VO was not so provocative.

Because for sure a lot of people won’t understand the messages in the video correctly – they’ll take them just literally. And maybe this was the goal of the creators – to create an additional buzz campaign about this video, by provoking a lot of discussions related with the “selfish” messages in it.

In fact, the question “Am I a Bad Person” is followed by a tone of answers, which present the mentality of the real winner, proving that winning isn’t for everyone. This campaign is not for everyone either – if you want to understand this campaign you have to read between the lines.

Why?

Because what you see ain’t what you are getting and your hard work towards achieving your goal and being a winner, may look outside to the other people, who are not involved in the process, like something totally different:

• your determination may look to other people like obsession with power, lack of empathy or lack of sense of compassion;
• and while you are working hard to achieve your goal, this could make you look like you are single minded, deceptive, obsessive and selfish person.

Yes, many people, who’ll see this video of the last Nike campaign, will probably say “Are the ad creators out of their minds?”

But the fact is that they are not out of their minds – they are just bold, using non-standard provocative creative approach for presenting the brand identity of Nike.

Nike is for winners. And winners are not afraid to be focused, to be dedicated, to be bold , even if somebody else sees behind these qualities their opposite ones by mistake.

Winners know what it takes to be a winner and how to make a smart choice.

This campaign is about the point of view – the point of view of the winners and Nike, supporting them.

And here is the video of the campaign.

Enjoy!

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Be inspired and don’t forget to use your wings to fly!

Love,

Kameliya