Nike and Wieden + Kennedy continue to be a powerful combination, and this ad is a joyful surprise that doesn’t take itself too seriously. Instead, it wholeheartedly embraces the idea of sport as entertainment in celebration of 40 years of Air Jordan.
“It’s a hard knock life” from Annie provides a sharp soundtrack and the whole concept – mixing broadway with basketball – seamlessly allows the cast of athletes to switch between glitzy choreography and the brutality of a life in sport.
Nike and Wieden + Kennedy had a phase of losing their footing, but this spot sees them on firm ground; it’s a celebratory showstopper and it’s gloriously simple.
All the thinking and creativity have gone into making it as entertaining as possible, which makes a change from all the ads that arrogantly assume viewers care enough to puzzle out what’s on earth is going on.
