British Olympic champion Mo Farah just won another gold in the 10,000 meters at the World Athletics Championships in London, so Nike is honoring him in a spot that reveals the intense, gritty journey behind the athlete known for his joyous beaming smile.
The spot, out of Wieden & Kennedy London, shows that behind his famous grin and "Mobot" action on the track is an unseen regime of hard graft. London-born spoken word artist George the Poet provides moving verse: "You smiled a smile that made it look easy." We then see Farah training to the point of collapse, gritting his teeth in ice baths, bleeding and pounding through streets, treadmills and in swimming pools. It concludes with him smiling widely as he lies back on the track after a victory.
Mark Zibert directed the ad through Rogue Films and it will air throughout Western Europe on social, digital and video-on-demand channels.