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15 March 2021

Toughing it out.

by Jason Stone


Nike: “The Toughest Athletes” - 60s

The press release which brought this Nike commercial into our inbox did not list a director… and, when asked for clarification, W+K explained that " it was a collaborative effort, hence no one director". This was uncharacteristically unforthcoming, and DAVID harbours a suspicion that this taciturnity may have been prompted by an abundance of Y chromosomes among those providing the 'effort' in this particular collaboration.

Whether or not that's the case, this is not vintage Nike... and that's shame. Appropriately enough for a company who provide footwear for runners, Nike has a brilliant track record when it comes to representing female empowerment, but this feels rather lacklustre.

To be fair, neither they nor their agency could have anticipated the extraordinary sequence of events in the UK last week. But with the reverberations of the police brutality at the Sarah Everard vigil still being felt, any corporate communication seeking to attach a brand to women's rights is bound to feel trite and performative unless it manages to really strike a meaningful note.

Nike feel like authentic allies in this fight, and we feel sure that they will continue to contribute positively at every opportunity, but – as the saying goes – you can't win them all, and this falls short.


Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
Creative Director: Paddy Treacy
Creative: Molly Wilkof / Derek Lui
Group Acc Director: Amber Martin
Account Director: Holly Baker-Cliff
Account Manager: Jordie Wildin
Strategy Director: Paula Bloodworth
Senior Planner: Brian Ritter
Planner: Rachel Holden
Head of Film: James Guy
Agency Producer: Anna Neilson
Cinematographer: Joel Honeywell Ⓦ (WPA Ⓟ Ⓦ)
VFX: Chris Aliano / Luke Todd / Ollie Ramsey / Matt Shires / Will Robinson @ Time Based Arts Ⓟ Ⓦ
Colourist: Lewis Crossfield @ Time Based Arts Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ / Mark Hellaby Ⓦ @ 750MPH Ⓟ Ⓦ
Audio Producer: Mary-Ann D'Cruz / Martin Critchley

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.