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4 August 2020

All or None

by Syd Briscoe

Nike: “You Can't Stop Us” - 90s

Considering the fact that much of Western civilisation is currently descending into a fascist cesspit, one might expect the majority of objections to this spirited Nike commercial to be of the bigoted variety. However, a glance at the comments section indicates something different - namely that the appearance of 'wokeness' can only get a brand so far.

Director Oscar Hudson has made a lovely piece of work, splitting the screen to emphasise Nike's support of diversity within sport and social justice. It's skilfully crafted filmmaking, yet its message (and the audience response) is complicated by the brand's apparent use of slave labour. This should serve as a reminder that consumers expect progressive messages to be accompanied with equally progressive action.

Film Production: Pulse Films Ⓟ Ⓦ
Director: Oscar Hudson Ⓟ Ⓦ
Producer: Dennis Beier
Executive Producer: Darren Foldes / Davud Karbassioun
Managing Director: Hillary Rogers
Cinematographer: Logan Triplett
Production Designer: Adam Wilson
Costume Design: Chris Araujo

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