Nike’s New Ad Discourages Budding Athletes, Who Won’t Make It Anyway

http://www.adweek.com/adfreak/nikes-new-ad-discourages-budding-athletes-who-wont-make-it-anyway-166738

Nike’s New Ad Discourages Budding Athletes, Who Won’t Make It Anyway Just don’t do it?

Nike Korea’s new “Just do it” campaign kicks off with “Play Loud,” a 90-second short film by Wieden + Kennedy Tokyo. Like past Nike works, it promotes team sports as a way to dodge conformity and express individuality while still wearing matching uniforms.

The spot stars Korean soccer legend Lee Young-Pyo, who appears in an ironic role as a joyless adult telling young athletes in training that they won’t make it: “This won’t change anything” and “Just do what everyone else does” are themes that resonate, especially for those trying to excel in a culture often defined by strict conformity to social norms.

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