Nazca Saatchi Brazil pushes addiction for Nike running

This is pretty bold from F/Nazca Saatchi & Saatchi Brazil in Sao Paulo, an ad for Nike running that uses druggy imagery and language to redirect Brazil’s ‘yoof’ (including narcotics fans presumably) to more wholesome practices.

And not the just the film, teasers for the campaign in bars and clubs and even some press ads were designed to make it seem like some new drug was about to hit town.

You can’t imagine Nike trying this approach in the US or UK, there’d be a heck of a fuss. Maybe the freedom to take risks is one reason the boys from Brazil (and elsewhere in South America) win so many accounts and awards these days.

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About Angie Dean

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