In a new ad from Nike in China, a girl shows off her pink tank top and her adorable pink bedroom. But it turns out she's a fierce competitor in the boxing ring. When she bares her teeth, she's wearing a mouth guard with fangs.
"Don't Call Me Precious" is the name of the campaign from Nike and R/GA Shanghai. It spotlights real-life child athletes (a runner, a boxer, a footballer and a basketball player) delivering a message to overprotective parents. There are plenty of those in China, and everywhere.
In a statement, Steve Tsoi, VP Marketing of Nike Greater China, said, "When it comes to sports, children have the grit, determination and fearlessness of adults. They aren't constrained by their age, but they're sometimes constrained by parents' fears of them falling or failing."
The message is reminiscent of another campaign from Nike and Wieden & Kennedy Shanghai from a year ago. Nike gave out out packs of free bandages with purchases of gear for young athletes. The illustrated bandages were "badges of honor," and the campaign grew out of the insight that parents were afraid their kids would get hurt playing sports.
The "Don't Call Me Precious" films are showing online and on digital out-of-home displays. The campaign also includes activities, including a "Don't call me precious" event at a sports park in Beijing.