Nike

So this one time I went to China and made a Nike JDI running spot. Turns out people don't really run there and they think runners are nuts or something. Nike asked us to make the idea of running more inviting. Every runner has their own reason for going out there and looking crazy so we left reason out of it, followed real runners on their merry way, and asked people to figure it out themselves.

Let the run tell you why.

In case that was too confusing, we gave voice to a few of our runners in a series of web films. Each tells their story, showing that everyone has their own motivation for lacing up. Mr. Sun was such a damn character that we wound up making a second version in the process of editing his film. Nike loved it so much they bought it as a separate JDI ad for TV.

Mr. Sun

Let The Run Tell You Why: Mr. Sun

Let The Run Tell You Why: Inti

Let The Run Tell You Why: Three Sisters

Let The Run Tell You Why: Street Runners

Let The Run Tell You Why: Liu Xiang

Let The Run Tell You Why: Street Runners

Does losing weight have to be this hard?
Aren't they worried about getting thick calves?
Wouldn't they have more fun if they were out dancing?
Let The Run Tell You Why

Shouldn't a man his age be taking it easy?
Will this make him live longer?
Shouldn't he be babysitting his grandson?
Let The Run Tell You Why

Shouldn't he be at work?
Will this get him a promotion?
What is he trying to prove?
Doesn't he have emails to send?
Let The Run Tell You Why

Shouldn't she be at a piano lesson?
Will this help her future?
Doesn't she have homework to do?
Let The Run Tell You Why

Why are they having so much fun?
Are they afraid of growing up?
Did they lose a bet?
Are they doing it to get attention?
Let The Run Tell You Why

A real runner doesn't give a shit what any bystander thinks, but that doesn't mean they don't feel the questions non-runners have. In OOH we surrounded our heroes with some of the (often condescending) questions the rest of society has for them.

CW: Jess Price
AD: Shaun Sundholm