Nike’s new ‘rallying cry’ for women misses the point

“Just Do it” is a rallying cry in Nike’s latest instalment of its 30-year celebration of its famous slogan. The campaign began with controversial American footballer Colin Kaepernick but this one is a diversity number, featuring lots of sportswomen you probably haven’t heard of. Although Serena Williams is in there somewhere, not bashing up an umpire.

You rarely get a bad ad from Wieden+Kennedy but this one is surely rather pointless. Yes women do all these things but we know that. Isn’t it a bit patronising to hymnn them for doing so?

MAA creative scale: 3.

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