Sep 25

W+K Portland Launches ‘Never Finished’ for Nike, Starring Richard Sherman

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W+K Portland got Richard Sherman to star in its new spot “Never Finished” for Nike, following on the heels of Sherman’s recent appearances for Neff earlier this month and Campbell’s in August.

The new spot deals with the hype train surrounding Sherman, as he is constantly bombarded with media discussions of whether or not he is “the best.” “Never Finished” does a good job at finding humor in the situation, aided by a believably exasperated Sherman. The highlight is probably the made for TV biopic, starring Damon Wayans Jr.

Sherman’s roles in ads so far have mostly seen the Seahawks star not taking himself seriously and playing with his public persona. That definitely continues with “Never Finished,” but the schtick is much less over the top than some of his past roles, and the more nuanced characterization fits Sherman well as the spot, more than anything, mocks the media hype that surrounds star players. It makes for an entertaining ad, and Sherman’s most enjoyable performance by far.

The campaign, which runs until October 9th, also includes five additional videos, with special cameos from Johnny Manziel, Victor Cruz, Ndamukong Suh and Ken Griffey Jr.
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Apr 25

W+K Taps World’s Soccer Talent in ‘Winner Stays’ for Nike

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W+K Portland went all out in getting celebrity talent for “Winner Stays” the latest iteration of their “Risk Everything”campaign for Nike.

The 4:12 film plays off the idea of pretending to be your favorite star players while playing a pickup game with friends. “Winner stays” says one side of one such pickup game, and soon players are claiming to be famous soccer stars and taking on their unique skill sets. It’s a fun idea, although it’s stretched a bit thin at over four minutes long. W+K is betting that with World Cup fever spreading people will stay around for the star power, which includes the return of Cristiano Ronaldo, Neymar Jr. and Wayne Rooney, a host of other soccer stars from around the world, and a few unexpected cameos. During the action, the spot offers the first glimpses of Nike’s new Magista and Mercurial Superfly.

“We connect to players’ passion for the game, whether it is the world’s best in Brasil or players in the park or street, explains Davide Grasso, chief marketing officer for Nike. “‘Winner Stays’ taps into an experience that every young player around the world will recognize – competition with friends and the idea of playing with your heroes or pretending to be them.”

While it may be fun and expertly crafted, it’s pretty hard to get over the run time for the full-length “Winner Stays.” Four minutes is just a really long time to expect people to sit through an advertisement and the new product reveals are relatively deep into the spot. Thankfully, there are abridged versions, with run times of 3 minutes (still pretty long), 90 seconds, 60 seconds, and 30 seconds. Stick around for full credits after the jump. continued…

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Mar 12

Heat, Hungry Man Unleash ‘Shadow’ for EA’s ‘Titanfall’

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Heat and their production partner Hungry Man have released a new spot for Xbox One crown jewel exclusive and E3 critical darling Titanfall, which just had its North American release yesterday.

The new, 60 second spot (there’s also a 30 second version), entitled “Shadow,” imagines what it would be like to constantly be shadowed by a 25-foot Titan that obeys your every command. Following in the recent trend of inserting gamers into the real world, the spot attempts “to capture the ear-to-ear grinning invincibility you feel when you first climb into your very own Titan and start dominating the world.” “Shadow” follows a man with a shit-eating grin walking through a city trailed by his own personal Titan. Everything is just peachy until he runs into another Titan owner, at which time, as you might expect, shit goes down.

The spot manages to capture the overall “Life is Better with a Titan” theme of the campaign, while also demonstrating Titanfall‘s unique features, like verticality. What really makes the spot work, though, is the perfect transition to gameplay footage during the final 15 seconds. While there’s nothing revolutionary about Heat’s approach here, they find a balance between live action and gameplay footage that a lot of similarly minded ads miss. And they certainly succeed at making the game look like a lot of fun. Stick around for credits after the jump. continued…

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Jan 13

Let Us ‘Join Together’ for W+K’s Celebration of Sony Artistry, Engineering

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If you were watching the Golden Globes last night, you may have caught the debut of W+K Portland’s “Join Together” spot for Sony, which will run for the next six weeks.

The new work (perfectly set to The Who’s “Join Together”) celebrates Sony’s longtime practice of joining a “steadfast passion for artistry and commitment to engineering” in a matter of 90 seconds. Directed by Imperial Woodpecker Stacy Wall , the spot also comes equipped with its fair share of star power, whether it be director/Knicks mascot Spike Lee (filming with Sony’s 4K CineAlta camera), Academy Award-nominated actress Quvenzhane Wallis (now starring in Sony Pictures flick, Annie), actor Grizz Chapman of 30 Rock and Columbia Music artist, DJ Cassidy. In the process, the spot highlights a wide range of Sony’s most iconic products and innovations.

The broadcast effort is supported by the “Be Moved” brand experience site, and four product-focused online videos: “Inventing Furniture,” “Eyeballs,” “Skeptics” and “Floor Plan.” These online videos highlight some amazing new technology from Sony with a dash of light humor. Check out “Skeptics” below, and stay tuned for “Eyeballs” and “Floor Plan,” along with credits, after the jump.

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