This Powerful, 'Single-Take' Nike Ad Introduces 'Just Do It' in China

'The Next Wave' Targets Generation Unencumbered by Tradition

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In the U.S., Nike has brought a quirky, friendly twist to its advertising in its recent "Unlimited" campaign, in which actor Oscar Isaac plays a narrator who's relentlessly befuddled by the marvelous feats of athletes from all walks of life -- the everyman, the pro, the quadruple amputee mountaineer, the transgender duathlete and the 86-year-old "Iron Nun." But in Asia, the brand has put its classic game face on with bold spots introducing powerhouses we may not have been aware of before. There were the bad ass women of India, the "overly ambitious" players of Japan and now, in China, we have "The Next Wave."

Along with Wieden & Kennedy Shanghai, the brand debuted this stirring film introducing the "Just Do It" campaign to the country. It begins with a simple scene of a boy practicing some fine soccer footwork throughout his school halls. But that's just the kick-off to what plays out as a continuous, single take capturing athletes of all kinds showing off their prowess throughout the streets of Shanghai -- tennis players, motocross riders, parkour athletes, runners, basketball players.

Featured are cameos from famous pros, including retired national hurdler Liu Xian, former national tennis player LiAn, marathon runner Mr Sun and Taiwanese singer Selina.

A voiceover throughout urges them not to "do it" for any reason -- whether it's for the glory, the fame or the attention. "Just do it," it says.

The ad targets a young generation unencumbered by their country's traditions, one more emboldened to be spontaneous and irreverent in pursuing their own paths.

"We named the film 'The Next Wave' because it's the perfect metaphor for the youthfulness, optimism and infectious energy of the new generation that's coming at you at a thousand miles an hour," said W&K Shanghai Creative Director Terence Leong in a statement.

"Growing up in China, I was surrounded by people who simply used the English words 'Just Do It' as a punchline without knowing what it really means," added Business Director Dino Xu. "In this campaign, the provocative voice-over lines help to define what it is, by saying what it isn't."

While the ad appears to be a single shot, it's actual a feat of production magic. "It took a lot of long shots with very complicated choreography to pull it off," explained Creative Director Shaun Sunholm in the statement. "That meant we had every day athletes playing side by side with famous athletes, balls flying everywhere, people crashing into each other, it was near chaos at times. But in the end we combined all of their energy into one infectious massive wave of sport."

The campaign will also feature out-of-home, short films, digital and on-the-ground activation.

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About

Credits
Date
Aug 26, 2016
Agency:
Wieden + Kennedy Shanghai
Client:
Nike
Executive Creative Director:
Yang Yeo
Creative Director:
Terence Leong
Creative Director:
Azsa West
Creative Director:
Shaun Sundholm
Art Director:
Christian Laniosz
Art Director:
Marc Garreta
Copywriter:
Tj Walthall
Copywriter:
Liu Wei
Copywriter:
Max Pilwat
Director of Integrated Production:
Angie Wong
Head of Content:
Bernice Wong
Producer:
Fang Yuan
Art Producer:
Xuan Ong
Planning Director:
Paula Bloodworth
Senior Planner:
Leon Lin
Digital Strategist:
Bill Tang
Business Director:
Dino Xu
Associate Account Director:
Jim Zhou
Senior Account Executive:
Shawn Kai
Project Manager:
Nicole Bee
Business Affairs:
Jessica Deng
Business Affairs:
Kathy Zhan
Senior Designer:
Patrick Rockwell
Designer:
Wendy Yu
Production Manager:
Vic Zhang
Digital Imaging Artist:
Changqing Lee
FA:
Bin Lin
Production Company:
Stink Films
Director:
Martin Krejci
Director's Producer:
Justine Madero
1st Assistant Director:
James Skotchdopole
1st Assistant Director:
Hank Zeng
Director of Photography:
Dimitri Karakatsanis
CAM A Operator:
Florian Hatwagner
Gimbal Ninja:
Florian Hatwagner
Executive Producer:
Desmond Loh
Executive Producer:
Brenda Tham
Producer:
Juliana Chung
Production Manager:
Charles Renard
Production Manager:
Evie Yeo
Line Producer:
Xiao Yu
Production Assistant:
Haze Zhu
Celebrity Service Associate:
Emma Sun
Focus Puller:
Albert Wang
1st AC:
Albert Wang
Drone Operator:
Zhang Teng Sen
Q Take:
Marcus Peh
Taipei Production Support:
Episode Films
Production Support:
Spur Link Beijing
Art Director:
Yao Jun
Art Director:
Daymon Wu
Wardrobe:
Julian Mei
Post Production:
Lost Planet
Editorial:
Hank Corwin
Editorial:
Federico Brusilovsky
Post Executive Producer:
Gary Ward
Post Producer:
Aimee Crook
Assistant Editor:
Jason Hinkley
VFX Artist:
Glenn Teel
VFX Supervisor:
Glenn Teel
Color Company:
The Mill - London
Colorist:
Seamus O'Kane
Producer:
Dan Kreeger
Music:
Barking Owl
Composer:
Seth Olinsky
Sound Designer:
Eugene Gearty
Mix:
Chris Jenkins
Voiceover Production:
TZ Studio
Audio Producer:
Joyce Chen
Audio Engineer:
Hu Yuan

See more credits

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