This ad is shot in one unedited take.

The copy isn’t brilliant in it’s language but it is very thoughtful. And this thoughtfulness  is heightened by the video. This ad works in that rare intersection of words and video that lifts it way above mediocrity.

Whether you like it or not, it is thoughtful.

How many ads today make you think? And make you linger after the 30 or 60 seconds.

And Nike can get away with this thought. If I had to distil their brand attribute, it’s more Apple than Apple. It questions the way you think about things. And since  the days of “Just Do It”, Nike has earned the right to speak to people in this manner.

Well done.

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