David Reviews

 Biting the hand that feeds us since 2002.

Nike
"Believe In More"
2 mins
13 January 2017
UK Sportswear

This short film for Nike was conceived, created, and directed by avant-garde creative powerhouse and musician FKA Twigs. The grungy-beautiful two minute spot advertises Nike's new Spring Zonal Strength Tights, which are shown off to great effect by athletic dance moves from the likes of Olympic fencer Miles Chamley-Watson and krump dancer Saskia Horton.

Twigs also gives us a sneak peek at some of her new music, with brand new song 'Trust In Me' debuting as the soundtrack. The song links up nicely with the idea that Nike products can be, well, trusted. The 'believe in more' tagline also speaks to the slightly surreal, fantastical world presented in the film. Engaging stuff which provides a treat for the eyes and ears.

Mini
"Countryman"

Ed said:

Nicely shot. Bad creative.


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Nike
"Believe In More"
2 mins
13 Jan 2017
This short film for Nike was conceived, created, and directed by avant-garde creative powerhouse and musician FKA Twigs. The grungy-beautiful two minute spot advertises Nike's new Spring Zonal Strength Tights, which are shown off to great effect by athletic dance moves from the likes of Olympic fencer Miles Chamley-Watson and krump dancer Saskia Horton.

Nike
"Kyrie 3: Improv"
60s
10 Jan 2017
Well, you wonít see this on the regular NBA fixture list; itís Kyrie Irving of the Cleveland Cavaliers versus Questlove of, erm, The Tonight Show. While Roots drummer Questlove lays down a free-form beat, Irving responds with his own quicksilver moves. Anything you can do, I can do better. A slick tribute to sporting and musical prowess from Nike and the Hoffman Brothers.

Nike
"Zombies"
30s
14 Dec 2016
Nike save us the trouble of watching The Walking Dead (still haven't forgiven you for Glenn, Scott Gimple) and summarise pretty much every zombie movie ever to create more time to run. Although the existence of certain apps suggests the two can be combined quite effectively... if being chased by hordes of the undead is your idea of a good time.

Nike
"Friends"
32s
14 Dec 2016
Nike break down the foibles of social media in another entertaining ad. According to the Siri-like voice, forty-five minutes on Facebook amounts to hundreds of baby photos, needy narwhals, and notifications that ďsomeone you donít remember likes somethingĒ. In other words, why not do something more meaningful with your time... like exercise?

Nike
"Time is Precious"
60s
12 Dec 2016
This punchy campaign sees Nike dispense with the big names and dynamic visuals in favour of a minimalist approach. The sportswear giant charts modern life by the numbers with a Siri-esque voiceover before reminding us just how much screen time we indulge in. Unsurprisingly, flicking left (and occasionally right) on a dating app isnít the brandís idea of exercise.

Nike
"Limitless"
90s
31 Aug 2016
A neon gymnasium pulses in the darkness as an assortment of fitness fiends push themselves to the limit in this impressive Nike film. As the synth-heavy score gathers momentum, the group appears on the verge of keeling over - but somehow rally to take this exercise session into overtime with an accompanying assault of colour and light.

Nike
"The Next Wave"
90s
30 Aug 2016
Nike explores the reasons why we do sport in this multi-disciplinary spectacle from Wieden + Kennedy (Shanghai) and Stink's Martin Krejci. According to the global giant, their near thirty-year-old mantra of 'Just Do It' still holds sway in 2016. The script is anchored by various declarations of personal choice, reminding athletes of all shapes, sizes, and sports that actions speak loudest when you simply act.

Nike
"Tennis v Baseball"
30s
15 Aug 2016
This Nike campaign continues to go from strength to strength with this demonstration of raw power courtesy of Serena Williams and Major League Baseball star Giancarlo Stanton. The pair's cross-court and cross-sport rally gets the viewer's pulse racing and Oscar Isaac's enjoyably frantic VO in a tizz, but he's soon in an apologetic mood for questioning this training session.

Nike
"Sister Madonna Buder"
63s
14 Aug 2016
Nike once again flummox Oscar Isaac in the voiceover booth - this time by introducing Sister Madonna Buder a.k.a. the 'Iron Nun'. No, don't worry, she isn't the latest addition to cinema's ever-increasing roster of superheroes - eighty-six-year-old Buder is a triathlete with a spry attitude to the whole mind, body, and soul business. Another engaging distillation of the sporting brand's universal message of boundless endeavour.

Nike
"Chris Mosier"
30s
9 Aug 2016
Nike follow their terrific Olympic campaign opener with a 30" ad following Team USA's Chris Mosier - the first transgender athlete to qualify for the men's national team, and the first transgender athlete to star in an ad for the sportswear giant. Not that Mosier has much time to spare to reflect on the matter.

Nike
"Unlimited You"
2 mins 37s
6 Aug 2016
When they hit their stride, there are few advertisers who can match Nike and they've pulled something really special out of the locker to launch their Olympics campaign. The first minute or so is pretty great but it pales into insignificance compared with what follows... and it's all held together by a spectacularly brilliant voiceover performance from Oscar Isaac.

Nike
"Babies"
80s
25 Jul 2016
Vinyl's Bobby Cannavale has recovered quickly from the HBO show's cancellation and taken on the role of motivational speaker in this fun Nike ad set in a starry nursery. Giving the babified versions of Neymar, Serena Williams, and LeBron James a pep talk that will with any luck stay with them long after feeding time, Cannavale instils the Nike ethos from as early an age as possible - regardless of origin. A quirky piece of work that slots in just below Nike's top-tier output.

Nike
"Da Da Ding"
2 mins 52s
12 Jul 2016
Director FranÁois Rousselet has put together a truly sparkling collection of vignettes demanding that women be seen as equals. It forms part of a message - growing in volume all the time - which is directly challenging old-fashioned patriarchal attitudes with a vigour that cannot be suppressed.

Nike
"Unlimited Serena Williams"
75s
12 Jul 2016
While the notion of 'unlimited Serena Williams' must send a chill down the spines of her opponents, this typically steely Nike commercial taps into the tennis great's early struggles as an underdog. Twenty-two Grand Slams and counting would suggest Williams has this self-doubt under control, but the player admits this 'never back down' mentality is what keeps her at the top of the pile as thirty years of relentless training begins to take its toll.

Nike
"Stefan Janoski"
3 mins 11s
4 Jul 2016
Nike enlist the expertise of skateboarder Stefan Janoski for this arresting film which turns the streets of Austin, Texas into a skatepark of limitless possibilities. Janoski sees trick potential where others would only see concrete and steel. Like a man whose endless rewatchings of 'Inception' paid off, he's able to exert uncanny control over every fixture, fitting, and feature he comes across - even shadows become the ideal grinding surface.

Nike
"Worth The Wait"
60s
23 Jun 2016
This dignified Nike commercial acknowledges the occasions when triumph overawes all other faculties by capturing Cleveland Cavaliers supporters as the team celebrates their first NBA crown on-court - just try asking Cavalier fans to put their emotions into words though.

Nike
"NikeLab x Olivier Rousteing"
90s
8 Jun 2016
Fashion designer Olivier Rousteing brings a whole new meaning to the term 'silky football' thanks to his collaboration with Nike. Black and gold are the team colours of this eye-catching commercial showcasing the collection's luxuriant take on sports apparel, with PrettyBird director Nick Knight capturing the spectacle and rendering it in a suitably indulgent rhythm.

Nike
"The Switch"
5 mins 57s
9 Jun 2016
With kick-off only hours away, Nike arrive in style to the Euro 2016 party with this star-studded caper inspired by classic body swap comedies like 'Freaky Friday' and 'Big'. When Cristiano Ronaldo accidentally vaults over the advertising hoardings and collides with ball boy Charlie Lee, both receive a painful knock on the head. Nothing a good night sleep won't solve, right?

Nike
"Speed Room"
30s
1 Jun 2016
While we're sure his ego doesn't require it after his recent Champions League triumph, congratulations are in order for Cristiano Ronaldo for keeping his kit on in this Nike ad. The Real Madrid forward reveals where he stores his most prized boots via some football-inspired door controls. Having first aired during the Champions League final, the brand will be happy to have backed a winner with this commercial.

Nike
"Defiance"
60s
26 Apr 2016
This interesting commercial examining Greece's preparations for the Olympics acknowledges that the European country is up against it, and presses Nike's famous exhortation 'just do it' as a plan of action. Problematically though, it tacitly admits Nike - as a headline sponsor - has failed to ensure the promised legacy is delivered and this massively damages the communication of this message.

Nike
"The Conductor"
90s
14 Apr 2016
Sometimes it feels as though the greatest weapon in the creative armoury is contrariness. This super commercial marking the end of Kobe Bryant's illustrious career in the NBA takes a look at his retirement from the point of view of rival fans. But rather than deliver any kind of vindictive or redemptive, it has the sportsman glorying in the invective he provokes by literally orchestrating the haters in a musical exhibition that is both vitriolic and beautiful.

Nike
"The History of the Air Max"
12 mins 30s
6 Apr 2016
MC Grindah and DJ Beats - the stars of BBC Three mockumentary series People Just Do Nothing - provide a colourful alternative insight into Nike's cultural heritage with this lengthy ode to the Air Max trainer. Fans of the show will enjoy the duo's deluded aspirations of street cred, while director Ben Murray neatly weaves in interviews with real life stars of the grime and garage scene to provide insight and ballast.

Nike
"A Revolution in Motion"
60s
8 Apr 2016
Wow, advertising that works... whatever next? As well as providing The Hoffman Brothers with an opportunity to show off their considerable skill behind the camera, this ad for Nike has a very unusual quality - it sells the footwear rather than the lifestyle. Once DAVID has finished heaping praise on this commercial, he's going to set about acquiring a pair of the advertised trainers and there is no greater endorsement than that.

Nike
"Spark Brilliance"
90s
6 Apr 2016
Paris Saint-Germain and France midfielder Blaise Matuidi is the star of Nike's energetic tribute to the moments that trigger a lifelong passion for football. For Matuidi, it was watching Jay-Jay Okocha (the man famously described as "so good, they named him twice") on the television screen. He may get put in his place early on, but years of distance running finally earns him a berth at the heart of Les Bleus' midfield.

Nike
"Enjoy The Chase"
60s
5 Apr 2016
While Rory McIlroy has long since proved his major-winning credentials, the spectre of his 2011 Masters collapse still lingers. With Augusta once again on the horizon, this superbly composed Nike commercial depicts a man aiming to turn winning into a regime. A worthy follow-up to last year's sublime 'Ripple' ad, we now see McIlroy's own efforts to maintain his position ahead of an increasingly dangerous chasing pack.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.