Nike in the US has jumped on the video-game hipster bandwagon with a campaign resembling a real-life Super Mario/Donkey Kong/Sonic the Hedgehog level.
In case you didn't get the 'video games and quirky nerds are now cool' memo after Scott Pilgrim vs. the World, the key to connecting with the 18-35 demographic is now apparently to nostalgia the hell out of them.
Created by Wieden+Kennedy, the 'Game On, World' campaign promotes the Nike+ fitness tracking system, drawing the parallel between virtual and real-world competition.
Plus, it's got Ving 'Get Medieval on Your Ass' Rhames as Donkey Kong, and some pretty sweet parkour. What do you think? Let us know down below.