Every day until New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
Not surprisingly, we saw plenty of standout films from Nike in 2017. Among them, a gripping spot directed by F. Gary Gray that depicted the ups and downs of a young basketball star, and the energetic music-video-style spot helmed by FKA Twigs. But at No. 7 in our best of TV/Film, our favorite was this Australia campaign that brought a simple, smart twist to the "Just Do It" tagline by showing ambitious athletes putting themselves in near-impossible situations in order to raise their sports game.
Wieden & Kennedy Portland has debuted a fantastic new campaign for Nike Australia in which athletes give themselves insane challenges that they can't back away from.
A newbie marathoner steps up to the head of the pack and handcuffs herself to Aussie pro runner Gen Lacaze; Australian rugby player James Tedesco makes mischief in a museum in order to summon an army of foes; a young soccer player deposits his dad's shiny sports car in a junkyard crusher -- its destruction inevitable unless he hits the stop button with his football) and a long-distance runner drives miles away to ditch her car off a cliff -- so she has no choice but to sprint back home.
Copy at the end of each ad puntuates the athletes' ballsy moves. In the marathon spot, for example, the line reads "Keep up or fall behind," but the last two words get scratched out, making way for the "Just Do It" tagline.
The campaign, titled "No Turning Back," aims to "reawaken" the Aussie spirit of playing sport through the "Just Do It" attitude. Steve Ayson directed the films via MJZ.
Accompanying the films is a major outdoor and digital push in Sydney at the Glebe Sydney silos and the Melbourne Cricket Ground.