Creativity

The World Has Stopped Spinning but That's OK Because Celebrities Are Running in Nikes

Celebrities Including Kevin Hart, Kobe Bryant, Simone Biles and Odell Beckham Jr. Appear in Brand's Fun Blockbuster

By Alexandra Jardine. Published on Mar 01, 2018

Editor's Pick

The world stops turning on its axis in Nike's latest spot, promoting its Epic React Flyknit shoe--and Nike runners are the ones to step in and help.

In the ad, a woman preparing to go out for a run hears the news reports of the "Stopocalypse" and is inspired by watching her hamster go round on its wheel. She galvanizes a huge crowd of runners to join in the effort to get the world turning again--including celebrities Kobe Bryant, Kevin Hart, Odell Beckham Jr., Bill Nye, sprinter Ge Manqi, gymnast Simone Biles and more. But is Kevin Hart right about the fact that they're running the wrong way?

It's great fun, and Nike also released some fun facts about the production, including that two hamsters had to be trained for five days in order to make the film in daylight, as hamsters are nocturnal runners. Kobe Bryant took five takes to complete his scene, in which he wears a tear-away suit made with hundreds of tiny snaps that held the suit together. Also, the home address of trhe film's hero--6543-- spells out N-I-K-E on a keypad, and in reverse, it's also legendary runner Steve Prefontaine's best time in the mile to the tenth of a second: 3:54:06.

The spot was created by Portland agency Must Be Something, and directed by Edgar Wright via Anonymous Content (whose movies include Oscar-nominated feature film "Baby Driver.")

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Credits

Date
Mar 01, 2018
Agency:
Must Be Something Portland
Client:
Nike
Creative Director:
Jed Alger
Copywriter:
Jed Alger
Creative Director:
Marty Grasser
Producer:
Kevin Diller
Producer:
Derek Ruddy
Producer:
Sarah Barkley Porter
Producer:
Jennifer Kramer
Producer:
Frank Brooks
Account Director:
Andrew Schafer
Account Manager:
Hanna Nesper Newell
Creative Consultant:
Tony Hellberg
Business Management:
Cindy Lewellen
Production Company:
Anonymous Content
Director:
Edgar Wright
Director of Photography:
Ken Seng
Visual Effects Supervisor:
Glynn Tebutt
Visual Effects:
The Mill
Executive Producer:
Lori Stonebraker
Producer:
Lisa Cowan
Production Supervisor:
Jewel K. Estephanos
Production Supervisor:
Lisa Judice
Production Designer:
Ethan Tobman
Costume Design:
Skye Stewart-Short
Offline Editor:
Biff Butler
Offline Editor:
Alyssa Oh
Offline Editor:
Lauren Dellara
Edit Company:
Rock Paper Scissors
Sound Design:
Adrian Aurelius
Sound Design:
Ballad
Music:
Andrew Goldfarb
Music Title:
Andrew Goldfarb
Music:
Dan The Automator
Music Supervision:
Sara Matarazzo
Music:
Walker
Composer:
Morgan Z Whirledge
Remixer:
Morgan Z Whirledge

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