Nike has kicked off an emotional spot in the US based on the findings that the current generation of children will die five years earlier than their parents due to laziness.
The video forms part of the brand's 'Designed To Move' campaign which aims to increase the level of physical activity in children. According to its findings, the current generation's kids are exercising 32% less than their predecessors.
Entitled '5 Extra Years', the unbranded spot shows a number of young children discussing what they could do with a longer life span and covers aspirations from "building a time machine" to "bringing my uncle back".
The ad then closes with the text: "For the first time in history, this generation is expected to die five years younger than their parents due to lack of physical activity."
"Let's give them those five years back," it continues.
The spot was created by Wieden + Kennedy in Portland, Oregon, and recently debuted at the annual Clinton Global Initative meeting in New York.
View the wider campaign here.
What do you think of the spot? Genuine tearjerker or emotional manipulation? Let us know your thoughts in the comments below.
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