Nike has released a new ad campaign, Last, aiming to inspire the un-athletic runner as a way to promote its Nike+ Run Club.
The ad spot is by Wieden + Kennedy and directed by Park Pictures' Lance Acord. It uses a slow backward tracking shot to the soundtrack of Aretha Franklin 'Every Little Bit Hurts, showing the runners at the back of a marathon, who are still running long after the winners have made their way across the line.
Actress Rooney Mara features as the voiceover of the ad, explaining the process of running.
“If you look up the word marathon, it will tell you that the first person that ran 26.2 miles died. He died. And he was a runner,” Mara says.
“You are not a runner. You are especially not a marathon runner, but at the end of this, you will be.”
The spot aims to promote the Nike+Run Club, which embodies Nike's aim to service runners of all ability levels.
“History hails the victor but runners who tackle races for pride and personal goals, rather than pace, are rarely recognised,” Nike said in a statement.
“As Fall marathon season is upon us, a new Nike Running film, Last, celebrates not only the last athlete who crosses the finish line, but also the imperfect journey of every runner.
“Anyone can be a runner; all you have to do is run.”
Wieden + Kennedy and Acord are the group behind Nike's 2012 spot “Jogger” which also celebrated the everyday athlete by pushing runners to “find your greatness”.
Nike isn't the only brand to target "the imperfect athlete" with the recent 'This Girl Can' campaign from Sport England, and FCB Inferno inspiring women to get involved in sports, regardless of their athletic ability. The ad spot went viral and picked up a spate of awards in Cannes.
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