This Nike Ad Celebrating London Athletes Is All Kinds of Crazy Good

Pros and Amateurs Star in This Insane, Frenetic Tale of One Upsmanship From Wieden & Kennedy London

By Ann-Christine Diaz. Published on Feb 09, 2018

Editor's Pick

Just in time for the Winter Olympics, Nike makes London athletes really shine against the gritty and unwieldy backdrop of their hometown. Sporty types of all kinds--school kids, amateurs and pros--appear one by one, scoffing and griping about how tough it is to perform, train or just get by in their respective turfs--yet they just do it anyway.

Each is one-upped by the next, boasting about their more trying circumstances as the scenes get progressively insane--one guy spews streams of tears from his eyes, a dude with spaghetti arms morphs into a gargantuan, muscled beast.

The diverse cast, consisting largely of Londoners, features sports stars and celebrities including Mo Fara, Dina Asher-Smith, Skepta, Harry Kane and Gareth Southgate.

Outside of the hero film, which airs on broadcast from today, the campaign has been seeded socially--with the stars posting on Instagram their individual scenes and linking to that of the next "competitor."

Wieden & Kennedy London created the ad, with Megaforce directing via Riff Raff.

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Feb 09, 2018
Wieden & Kennedy London
Creative Director:
Paddy Treacy
Creative Director:
Mark Shanley
Tom Corcoran
Tom Bender
Executive Creative Director:
Tony Davidson
Executive Creative Director:
Iain Tait
Group Account Director:
Ryan Fisher
Account Director:
Sophy Woltman
Account Manager:
Holly Baker-Cliff
Planning Director:
Paula Bloodworth
Head of Production/Exec Producer:
James Guy
TV Producer:
Michelle Brough
TV Production Assistant:
Rose Fairley
Production Company:
Riff Raff
Executive Producer:
Matthew Fone
Line Producer:
Nick Goldsmith
Director of Photography:
Nicolas Loir
Editorial Company:
Final Cut
Joe Guest
Visual Effects Company:
Time Based Arts
Visual Effects Supervisor:
Francois Roisin
Visual Effects Supervisor:
Sheldon Gardner
Telecine Artist:
Simone Grattarola
Sound Company:
Sound Designer:
Sam Ashwell
Mary-Ann D'Cruz
Music Supervisor:
John Connon
Music Company:
Mr Pape
Social Creative:
Joe Bruce
Social Producer:
Tom Dean
Social Production Assistant:
Jasper Ford
Finn Keegan
Ash Lockmun
Director of Photography:
Julian Baschieri
Director of Photography:
Finn Keegan
Visual Effects Supervisor:
James Allen

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