The human mind always wants to recollect, recognize and reward successful people. Losers don’t have a stand or a say, but even they have a story to tell. We all know who won the race on the field or in life but do we care to find out who was the last guy and what kept him going till he touched the finishing line.
History hails the victor, but runners, who tackle races for pride and personal goals, rather than pace, are rarely recognized. As Fall marathon season is closing in, American brand Nike has launched a film, ‘Last’, that 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.
The minute long commercial has been conceptualized by Nike’s agency Wieden+Kennedy and directed by Lance Acord. Featuring a voiceover by actress Rooney Mara, the ad shows a marathon run in progression and focuses on a lone woman, probably last in the race, but persevering to reach the finish line. The voice over informs that the first person who ran 26.2 miles died. “He was a runner. You are not a runner, especially not a marathon runner; but at the end of this, you will be,” the voice over continues.
The latest ad with 500K plus views simply reinstates the core message of the brand – ‘Just Do It’. It encourages people with a focus on women in this new campaign to take up running, stressing that it is not important to always win, but to cross the finish line.
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.
The latest ad spot is the continuation of Nike’s 2012 spot “Jogger”, which also celebrated the everyday athlete by pushing runners to “find your greatness”. Directed and executed by the same team and agency, the ad was launched during the Olympics as part of Nike’s Find Your Greatness campaign. The ad consists of a long shot of 12-year-old Nathan Sorrell slowly shuffling his way toward the camera while a British-accented narrator talks about greatness being something all people, not just elite athletes, are capable of.
The ad went viral on YouTube, Nathan became an unlikely star and the ad managed to become the second best commercial of 2012.
Will Nike be able to repeat its success story for the latest ad spot?