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30 April 2019

Mo' Better Shoes

by Alice May

Nike: “Mo: A Portrait of Speed” - 1 min 51s

Most of us whose sports knowledge is patchy tend to think of Mo Farah as that Quorn-loving athlete who celebrates a triumph by making an 'M' sign over his head. So this glimpse of him - the Gebrselassie row notwithstanding - is intriguing for the way it shines a light onto a more serious, ambitious, and distant man for whom winning is all.

It's a clever piece because it aligns Nike with more than a populist idea of getting fit which - thanks to its own success, ironically - means people who couldn't run for a bus wear the brand and still feel cool.

This spot highlights the notion that being the best is a frame of mind. It doesn't alienate the huffers and puffers - but equally it serves as a reminder to gym-goers et al that even the most convivial person they know may have a ruthless agenda. Is it being pointed out that this person is themselves, or does it mean they can never let their guard down in case they're overtaken by an unlikely other?

Whichever it is, this has a real resonance - director Ian Derry of Archer's Mark has really hit the bullseye.

Film Production: Archer's Mark Ⓟ Ⓦ
Director: Ian Derry Ⓟ Ⓦ
Composer: The Elements Ⓟ Ⓦ

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