W+K sets out to capture the essence of London for Nike

Has it been a while since we had a Wieden+Kennedy London epic for Nike? Can’t recall one apart from ‘Write the Future’ with Wayne Rooney in 2010.

Here’s one though, ‘Nothing beats a Londoner.’ 2010 was a Word Cup year and so is 2018 but this isn’t all about football. At times it’s hard to say what it’s about – precisely – but the overwhelming zest is clearly intended to carry you through.

Some stars and lots of defiantly optimistic Londoners including an iced-up tennis player and someone running through spooky Peckham. First Peckham at night joke I’ve seen.

Gor blimey guv’nor!

MAA creative scale: 8.5

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