As the snow arrives across all 50 US states, Nike readies itself for cold weather with ‘Choose Your Winter’ – a campaign
The simple idea behind the new Wieden + Kennedy’s campaign is that the harsh reality of the winter weather is painful for athletes not wearing Nike’s Hyperwarm base layer.
Rolled out in mid November, the campaign is led by a TV spot fronted by comedian Chris O’Dowd.
Funny man O’Dowd plays a spoof weatherman hyperbolically describing the effects of the cold on the human body.
But his dire warnings are completely at mismatched by the on-screen images in which cold-weather athletes go about their business with brains and bodies in tip-top working order.
The commercial features football stars Aaron Rodgers and Jordy Nelson, soccer players Clint Dempsey and Brad Evans, distance runner Mary Cain, figure skater Gracie Gold and snowboarder Johnnie Paxson.
The ad is actually the first in a multi-part set of Nike Wintry spots and those athlete ambassadors lined up to appear in later ads within the campaign include the NHL’s Dion Phaneuf and baseball’s Yasiel Puig. Baseball in the Winter? Surely not!
The Tv work is supported by social strands and drives consumers to the more functional winter wear website.
Comment
While O’Dowd might seem an expectedly left-field choice as a Nike front man – from the lazy layabout character in The IT Crowd to spokesperson for the highly motivated and style-obsessed sports behemoth is some journey – there are some synergies with the wry approach of Nike’s Bradley Cooper-voiced ‘Possibilities’ spots from last year.
Links
Nike Choose Your Winter Website
http://www.nike.com/us/en_us/c/men/cold-weather
