Creativity

A Woman's Evening Run Turns Into a Mysterious Adventure in Seductive Spot From Nike China

By Ann-Christine Diaz. Published on Nov 09, 2017

Editor's Pick

Nike in the past has faced a big challenge in promoting running in China, where it's had to battle everything from smog to negative perception of the sport as punishment. But in this new ad from Wieden+Kennedy Shanghai, it posits running as a thrilling adventure.

A young woman who appears to have just completed her everyday evening run looks a bit disappointed when she eyes her smartwatch, the time reading 5'40." Knocking her when she's down, a mysterious figure then appears out of nowhere to taunt her further, beckoning her to do go faster and do something a little more daring. The runner then makes her way through dark alleys and buildings, up staircases, and through an army of exercisers before arriving at a huge, Olympics-size stadium, where she zips around the track with pro athletes. At the end of the ride, she heaves another breath and checks her watch. This time, she's shaved more than 40 seconds off her time.

The "Shanghai Fast" film arrives just in time for the Shanghai marathon. Director Nicolas Winding Refn ("Drive," "Bronson," "Only God Forgives") brought his flair for capturing the seductiveness of cities to the ad, produced out of Stink Shanghai. Erwin Federizo, creative director at W+K Shanghai explains in a statement: "What unfolds in this simple idea is an evolution to an adrenaline-fueled chase sequence; capturing not only the physical mechanics and intrigue of a classic film chase through the streets, alleyways, and rooftops of the city, but also the unmistakable beauty and spirit of old and new Shanghai. This film is just as much a love letter to the city of Shanghai as it is a motivating Nike ad."

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About

Credits

Date
Nov 09, 2017
Agency:
Wieden & Kennedy Shanghai
Client:
Nike
Executive Creative Director:
Ian Toombs
Executive Creative Director:
Vivian Yong
Creative Director:
Erwin Federizo
Art Director:
Max Pilwat
Copywriter:
Arlene Lu
Copywriter:
RunQ Zhang
Sr. Experiential Creative:
Marula Vaz
Head of Integrated Production:
Sanne Drogtrop
Executive Producer:
Bernice Wong
Senior Producer:
Raymond Lau
Post Producer:
Jacob Lincoln
Post Producer:
Fang Yuan
Art Producer:
Angela Liu
Senior Editor:
Leon Yan
Senior Planner:
Leon Yan
Junior Planner:
Carina Huang
Business Director:
Dino Xu
Associate Account Director:
Jim Zhou
Senior Account Manager:
Qinna Ye
Account Manager:
Shawn Kai
Senior Account Executive:
Xueer Ren
Head of Project Management:
Nicole Bee
Business Affairs:
Jessica Deng
Business Affairs:
Kathy Zhan
Head of Design:
Fish Ho
Designer:
Deer CL
Designer:
Fan He
Designer:
Meng Ke
Designer:
Benson Pang
Production Manager:
Vic Zhang
Production Manager:
Stone Xue
Digital Imaging Artist:
Changqing Lee
FA Artist:
Austin Hu
Marketing Director:
Jessica Sinn
PR Manager:
Evelyn Hsu
Production Company:
Stink
Director:
Nicolas Winding Refn
1st Assistant Director:
Jo Chan
Second Assistant Director:
Gary Hua
Director of Photography:
Adolpho Veloso
Main Camera Operator:
Florian Hatwagner
Main Camera Operator:
Gimbalninja
Camera Operator:
Myron Mance
Managing Director:
Desmond Loh
Executive Producer:
Desmond Loh
Executive Producer:
Brenda Tham
Line Producer:
Julie Chen
Line Producer:
Li Jia
Production Manager:
Allen Tsao
Art Director:
Chang Hsiao Shu
Wardrobe Stylist:
Julian Mei
Wardrobe Stylist:
Damian Huang
Sports Coach:
Eddie McClements
Sports Coach:
Playmaker
Casting:
Ariel Sheng
Casting:
Aplus Casting
Editorial:
Lost Planet
Editor:
Saar Klein
Editor:
Jason Hinkley
Assistant Editor:
Lee Bacak
Producer:
Evan Cunningham
Producer:
Aimee Hinkley
Executive Producer:
Gary Ward
Color:
Company 3
Colorist:
Tom Poole
Producer:
Alexandra Lubrano
VFX/Finishing:
JANE STUDIOS
Creative Director:
David Parker
Lead Flame Artist:
Tim Bird
Flame Artist:
Matt Trivan
Flame Artist:
Scott Johnson
Flame Artist:
Jameson Desantis
VFX Producer:
David Won
Executive Producer:
Nancy Hwang
Composer:
Cliff Martinez
Composer:
Tim Lincoln
Sound Design & Mix:
Aaron Glascock
Production Company:
Amanacliq
Photographer:
Pari Dukovic
Wardrobe Stylist:
Victoria Mesenbrink
Executive Producer:
Desmond Sng
Producer:
Sky Xu

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