South Korean youth culture is known for being school-obsessed, with academics prized above all else. With this new ad out of Wieden+Kennedy Tokyo, Nike aims to inspire Korean kids to be more active by showing them that sports can be fun.
The fast-paced film is full of neatly edited clips of kids doing crazy, active things, whether it's grouping classroom desks into an ad hoc ping-pong table for a quick tournament or cartwheeling down a school corridor. It manages to pack in a ton of different outdoor sports too, plus some quirky moments (like two people in snorkels on a running track), while generally conveying a certain joyousness. (The soundtrack, "Boogie" by Black Joe Lewis & The Honeybears, certainly helps.) It's also a different approach for Nike, with its usual focus on power and determination.
The spot was directed by Ralf Schmerberg via Radical Media.