Aug
11
Nike "Unlimited You" (2016) 2:37 (USA)
Posted in: Uncategorized
The VO guy totally loses his shit in this charming and at times very funny Nike spot. It’s 2:26 seconds and shares the same everything-but-the-kitchen-sink math as Write The Future. It gets out the Bro Bludgeon, pummeling you with noise and action.
It features amateur athletes and professional athletes from all sports as well as Katana from Suicide Squad (side note: don’t believe the critics. Suicide Squad is great after the first half hour, which desperately needed another edit.) Where was I? Oh, right. So there’s a voice over from Oscar Isaac that starts all quiet and making a point about athletes didn’t start great, they all suck and with tons of practice they become great, so keep reaching for the stars. The amateur athletes break the fourth wall every so often in a way that reminds me of something Apple would do for the iPhone. All very light. But then suddenly with an outraged “that was my tagline,” from Isaac, a gymnast actually bursts through the tagline, breaking the fourth wall for good. Enter: All the big athletes Nike pays big bucks for, and it gets more and more over the top and out of control.
When the voice over whines ‘Why is no one listening to me?” I felt like the answer was staring at me from somewhere beneath the roller coaster ride. You can have one athlete riding a car of crash test dummies to help set up an impressive dunk for another athlete, and can have fantastical movie tie-in sword fight, and take me a long journey where people jump off cliffs and skateboard down impressive rails, but the message of “there are no limits so keep pushing, and go for your dreams” isn’t saying anything we haven’t heard before. This spot finds itself in a quandary. For all its whiplash charms and impressive eye candy, it all feels oddly familiar.
It features amateur athletes and professional athletes from all sports as well as Katana from Suicide Squad (side note: don’t believe the critics. Suicide Squad is great after the first half hour, which desperately needed another edit.) Where was I? Oh, right. So there’s a voice over from Oscar Isaac that starts all quiet and making a point about athletes didn’t start great, they all suck and with tons of practice they become great, so keep reaching for the stars. The amateur athletes break the fourth wall every so often in a way that reminds me of something Apple would do for the iPhone. All very light. But then suddenly with an outraged “that was my tagline,” from Isaac, a gymnast actually bursts through the tagline, breaking the fourth wall for good. Enter: All the big athletes Nike pays big bucks for, and it gets more and more over the top and out of control.
When the voice over whines ‘Why is no one listening to me?” I felt like the answer was staring at me from somewhere beneath the roller coaster ride. You can have one athlete riding a car of crash test dummies to help set up an impressive dunk for another athlete, and can have fantastical movie tie-in sword fight, and take me a long journey where people jump off cliffs and skateboard down impressive rails, but the message of “there are no limits so keep pushing, and go for your dreams” isn’t saying anything we haven’t heard before. This spot finds itself in a quandary. For all its whiplash charms and impressive eye candy, it all feels oddly familiar.
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