‘Short A Guy’, the new US Nike ad from Wieden + Kennedy, is a fun pick-me-up spot following the breathless athletic adventures of a sport kid showing off his skills by moving seamlessly from one pick-me-up game to another.
The 90-second commercial starts with the youngster out skateboarding and follows him as he meets some of the world’s biggest sports stars (and Nike endorsers) who are all ‘short a guy’ for their pick-up games and invite him to play.
From playing baseball with Mike Trout and Garrett Richards and soccer with Mia Hamm, to spiking it with Misty May-Treanor, dunking with baller Anthony Davis and huddling with NFL quarterback Andrew Luck – this exhilarating ad is set to the frenetic pace of the ‘Surfin’ Bird’ soundtrack by The Trashmen.
It first aired during Major League Baseball’s Home Run Derby on ESPN, and racked up 300,000 views in its 24 hours on YouTube and passed a million after just two days.
The TV spot is supported by a set of digital and social initiatives built around the participatory #TakeOnTJ challenge.
Everyone has a TJ! Who is yours? http://t.co/cnFTKYdfxO #TakeOnTJ #PresByNike (Vine by @WhistleSports) https://t.co/o2FnuLQnxM
— TJ Bard (@tjbard) July 15, 2015
You have to picture yourself succeeding. Gear up w/ #Nike to #takeonTJ (Vine by @youngspacious) https://t.co/MyXvpmHJo4
— Travance aka(robin) (@traydrummerboy) July 17, 2015
‘The ‘Short A Guy’ film and the #TakeonTJ campaign will drive people to our Gear Up hub on Nike.com, where they will find the best of Nike waiting to help them gear up for greatness this summer,’ explains Nike VP marketing for North America David Schriber.
“#TakeonTJ is a social and digital push in which “TJ” represents the opponent you’ve always wanted to beat, but never could. Now, Nike aims to inspire you to train and, ultimately, take “TJ” down a few pegs. The Gear Up e-commerce hub also features advisers who give coaching and equipment tips.’
Long time agency W+K Portland developed the campaign for Nike’s ‘gear Up’ division – with a team led by creative directors Chris Groom, Stuart Brown and copywriter Derek Szynal, with art direction by Jason Campbell and the producer was Ross Plummer.
The production company was Imperial Woodpecker, the director Stacy Wall, editing was by Work, LA.
Comment
Bo Jackson eat your heart out – this kid really does have a multiple skill-set.
A fun narrative that rollicks along at great pace – classic Nike.
And with more than 3.5m YTVs it seems consumers agree.
I love great advertising. #ShortAGuy #Nike https://t.co/3d16VirRLq
— Hope Ortego (@HopeOrtego) August 2, 2015
Perhaps its viral success is also partly down to the sheer number of sports and stars involved – ensuring that fans of several famous faces and supporters from many athletic disciplines are keen to share the spot.
Links
Nike YouTube:
https://www.youtube.com/user/nike
Nike Website:
Nike Instagram:
Nike Twitter:
Nike Facebook:
https://www.facebook.com/nike?_rdr=p
Wieden & Kennedy Website:
