Nike Sends Gamers To A Grueling Boot Camp In Its First-Ever Esports Ad
Video screenshot via Wieden+Kennedy Shanghai
The prevailing stay-home situation has likely adhered you to your computer seat, and your motivation to work out might have diminished over time. Nike is thus upholding in its new campaign that anyone has the tenacity to exercise, choosing an unlikely group to illustrate this: gamers.
The humorous ad, produced by Nike China and ad agency Wieden+Kennedy Shanghai, places gamers in an intensive training camp where they are pushed to fulfill their potential in esports. After all, it takes great physical endurance and concentration to sit through a game for hours.
The film is packed with exaggerated visuals and slapstick moments that appear straight out of a video game.
The team hopes that with this amusing concept, gamers and people who dislike working out won’t feel nagged into exercising. Perhaps this angle will help them find a reason to get active.
The agency’s creative director Jeff Fang described in a statement via Campaign Asia, “Gamers are incredibly competitive. Top players put in 16-hour days, six days a week—which can take a massive toll on their body. We believe strengthening their bodies and minds can help take their game to the next level.”
Fang added, “It’s not just about strengthening the body. Both sport and working out build mental strength too. The same discipline that helps you grind out a 10k can help you grind out a marathon gaming session.”
[via Campaign Asia, video and cover image via Wieden+Kennedy Shanghai]
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