ID Comms

W+K cashes in on Nike+Fuelband phenomenon

Interpublic’s R/GA has scored mightily with its work for the Nike+ Fuelband (is this the reason even more people are running up and down my street?), winning big at Cannes, among other things.

But now Wieden+Kennedy Portland, Nike’s long-time ad agency, has got in on the act with this film which is a big YouTube hit already.

As you’d expect it ticks all the boxes with a visceral wallop.

But am I alone in feeling uneasy about ads that treat life as a video game? Video games are (often) violent and (usually) fun, leaving no physical casualties. Life isn’t quite so simple, as recent events in America have reminded us.

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cannes computer games nike+fuelband r/ga wieden+kennedy portland

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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