Nike: What Story Does Your Body Tell?

Yes, depictions of "real women" are threatening to become an ad fad, but Nike's idea of real women, rather unsurprisingly, isn't quite the same as Dove's recent parade of seemingly more sedentary civilians. This Nike butt, by real big-butt

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Yes, depictions of "real women" are threatening to become an ad fad, but Nike's idea of real women, rather unsurprisingly, isn't quite the same as Dove's recent parade of seemingly more sedentary civilians. This Nike butt, by real big-butt standards, is a set of junior buns, and what's called thunder thighs in another ad is more like a sunshower. As if marathon runners ever have heavy thighs. At any rate, these real women were cast in gyms, where they're getting the kind of firming a lotion just can't provide. The related web films, at www.nikewomen.com, don't feature the women whose parts are in the print; the film women are Wieden staffers or friends of staffers, according to the agency. The photog is the work of Italian fashion/beauty shooter Max Cardelli, www.maxcardelli.it; the inkblot print backgrounds are by Stina Persson, www.stinapersson.com.
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About

Credits
Date
Aug 29, 2005
Client:
Creative Director:
Hal Curtis
Creative Director:
Mike Byrne
Art Director:
Mira Kaddoura
Copywriter:
Kathy Hepinstall
Photographer:
Max Cardelli
Illustrator:
Stina Persson
Agency:
Wieden + Kennedy Portland
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