You’ve probably seen the video launching the new Indian nike campaign, because it’s literally all over social media today. In case you haven’t, here, see.
For convenience, it’s being called an ad, but if I were to really nitpick I’d have to say it’s not an ad. Just branded content that’s the order of the day given our increasingly digital lives – fleeting, stopping only for media that jogs your senses. It’s only supposed to leave an impression and register the brand name. I think it does that job pretty well. It’s downright pump-your-fist-in-the-air-get-off-your-butt-and-move material. I watched it right after I returned form my workout this morning and even then I felt like I immediately going for a run. Or clobbering a punching bag. Or dancing wildly. So mission accomplished, I suppose.
I only had two complains. I wish it had more non-skinny girls. And I wish it wasn’t so overly glamorised and airbrushed to perfection. Sure, I get the difference between an ad with a message, and branded content that’s meant to just make you sit up and look and not really dig deeper. But this was a chance, this was an opportunity to use real Indian sportswomen and Deepika Padukone to make a solid statement with depth and substance. To take a stand and be fierce about it. To get viewers to think a little before just grooving to the song (as I did) and moving on.
And for that reason, here are some kickass ads that do the job slightly better than Nike’s new video.
Remember the This Girl Can campaign film? With copy that still gives me goosebumps.
This punchy Under Armour ad, that I think was definitely the inspiration Nike was going with.
And this one that gives me all the right feels. Because, kickboxing.
Finally someone decided that blood needs to be red. And real. And non icky.
And this, for how well it’s made. It still fills me with a burst of inspiration today, as it did the first time I watched it. Any ad that does that is doing its job well.