Creativity

Kevin Hart Escapes to the Desert in Latest Campaign From Nike

Comedian's Extreme Response to Apple Watch Nike+ Sends Him Running Far, Far Away

By Emma Hall. Published on Jan 03, 2017

Editor's Pick

In the latest Nike campaign from Wieden & Kennedy Portland, Comedian Kevin Hart answers an enthusiastic "Yes" when his new Apple Watch Nike+ asks him, "Are we running today?" The next day he vanishes.

He is found by a film crew 700 miles from home, living off-grid in the middle of the desert, cultivating a huge beard and "getting one with nature."

"Running used to be hard for me," Hart says. "Then I woke up and started to hear this little voice in my head. The same question every day... I started to answer that question 'yes,' so now I run followed by a wolf."

The wolf, named Hollywood, and his Apple Watch Nike+ are his only companions. Thanks to the device, he can also track his performance against his friend Mo Farah, the Olympic 10,000m champion.

On day 75 of his adventure, Hart is chopping down a cactus for juice. He tells us it's 120 degrees, but at 4.30 it will go down to 119 degrees. "That's when I'll strike," he boasts.

A whole series of films shows him living his life in the desert, running in all directions in his Nike Lunar Plus shoes, gleaning wisdom from rocks and competing with himself. Asked about his New Year resolutions, he replies, "I dunno. Work on my beard. Inspire others. Run every day. Bigger calves."

The films were directed by Stacy Wall via Imperial Woodpecker.

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About

Credits

Date
Jan 03, 2017
Agency:
Wieden + Kennedy Portland
Agency:
Wieden & Kennedy
Client:
Nike
Agency:
Wieden + Kennedy Portland
Creative Directors:
Alberto Ponte, Ryan O'Rourke, Dan Viens
Copywriter:
Kevin Steele
Music Company:
Walker
EP:
Sara Matarazzo
Art Director:
Naoki Ga
Sr Producer:
Abbey Hendrix
Global Executive Producer:
Matt Hunnicutt
Executive Producer:
Erin Goodsell
Music Coordinator:
Marissa Hernandez
Asst Producer:
Emily Knight
Project Management:
Christina Kim
Strategic Planning:
Andy Lindblade, Zack Kaplan
Media /Comms Planning:
Danny Sheniak, Sheniak, Emily Dalton, Lisa Feldhusen
Account:
Chris Willingham/Alyssa Ramsey/Hannah Hewitt/Anna Boteva
Business Affairs:
Alicia Willett
Broadcast Traffic:
Stefanie Goodell, Andrea Sierra
Production Company:
Imperial Woodpecker
Director:
Stacy Wall
Executive Producer:
Doug Halbert
Line Producer:
Natalie Hill
Director of Photography:
Peter Donohoe
Editorial Company:
WORK
Editor:
Rich Orrick, Stewart Reeves
Post Producer:
Lynne Manino
Post Executive Producer:
Marlo Baird
VFX Company:
The Mission Studio
VFX Supervisor:
Patrick Ferguson
Flame Artist:
Patrick Ferguson
VFX Producer:
Diana Cheng
Titles/Graphics:
Wieden+Kennedy Studio
Studio Design Manager:
Alicia Kuna
Studio Designer:
Edgar Morales
Music Companies:
Walker, ELIAS
Producers:
Walker: Sara Matarazzo, Abbey Hickman
Producers:
ELIAS: Nicole Wasserman, Krista Staudt
SOUND DESIGN:
ECD ELIAS: Vincenzo LoRusso
Sound Design Company:
Lime Studios
Sound Designer:
Royan Young
Mix Company:
Lime Studios
Mixer/Asst Mixer:
Rohan Young, Ben Tomastik

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