Nike – “Make It Count”

11 Apr

Nike approached filmmaker Casey Neistat to interpret the brand’s new slogan ‘Make It Count.’ They threw him a lump sum of money with the expectation of a commercial movie. Neistat promptly took the money, cashed some plane tickets and travelled the world with his friend Max until the Nike funds ran out. He documented his 10-day expedition which included locations in France, Africa, South Africa, Singapore, and Thailand. The end result is an inspiring and (notably) authentic piece of brand narrative. Of course, Niestat kept on brief and can be seen wearing Nike’s latest product, the FuelBand. The FuelBand is a bracelet that is able to record daily activities like walking, jogging, or simply doing chores, to calculate the amount of energy used. So, is it a commercial or an inspiring call to action by a cheeky filmmaker that subverted corporate expectation? Maybe it’s both.

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3 Responses to “Nike – “Make It Count””

  1. Simon April 12, 2012 at 2:01 am #

    I say it’s pure scripted commercial tying to look authentic. Seriously, if you had 10 days and went to that many countries, you’d barely get out of the airports, let alone do so many staged ‘pseudo’ verite shots, like all the running and back flipping ones.

    The brief was exactly what we saw. He didn’t cheat anything. He followed it to a T.
    My 2c

    • recordpreserveshare April 15, 2012 at 1:52 pm #

      Yeah, I mostly agree with you Simon! The product was loud and proud (the opening sequence depicts the opening of the FuelBand packaging, after all). Thanks to digital campaigns, the line between creative authenticity and brand co-optation of that creativity is increasingly blurry. Nike certainly knew what they were going to get by using the ‘shoot from the hip’ style of Casey Niestat – and what we see was no doubt “on-brief”. But, in a way, I think audiences consume commercials these days the same way they consume an episode of “The Kardashians” – with the knowledge that they are watching a scripted reality. Nike is selling a product under the guise of “inspiration”. But I think scripted inspiration can still inspire – if that makes sense!

  2. Kari Loya August 19, 2012 at 12:04 pm #

    Fun, creative video and a 10-day action-packed adventure (even if “scripted”)! But why stop at 10 days? If you liked the general concept, check out http://www.mytop40at40.com – 40 stories spanning six continents and two decades. Even Nike’s former Global Director of Sports Marketing provided one of the early endorsements. Go for it!

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