Gentle Violence That Smashes the Tagline / Nike "Unlimited You"

The problem

This is the anthem film for Nike's "Unlimited" campaign, released to coincide with the 2016 Rio Olympics. A 60-second version aired during the opening ceremony, while a 2-and-a-half-minute full version ran online.

The insight

The narrator's voice stays gentle all the way through, but the footage keeps getting wilder and wilder. That gap is exactly what makes this ad work. Nike says it's about realizing "life is not about finding your limits, it's about realizing you have none." But what's really doing the work, I think, is the way the whole thing is built so you never get a chance to skip.

The idea

The directors were The Daniels (of Swiss Army Man), with narration by Oscar Isaac. The calm footage of a child growing up suddenly speeds up the instant a gymnast smashes through the "The End" logo. Aaron Gordon flies off the top of a car to assist a play, Giancarlo Stanton hits a ball that Serena Williams smacks right back, and Mo Farah keeps on running even after breaking the finish-line tape. Even the narrator gets left behind, blurting out, "What are you doing on top of that car!?" The music is "Never Die" by FNDTY.

What happened

According to a Google survey, this Nike "Unlimited" ad was the most memorable ad of the Rio Olympics period, with 34.4% of consumers remembering it. It also picked up a long list of awards, including a Cannes Lions Silver, a British Arrows Gold, and a One Show Bronze.

Afterthought

There's no mention of any product, and it doesn't exactly make you want to go buy sneakers. It's just plain fun to watch. Nike's always been a brand that loves smashing things up, so I'm not exactly shocked—but I still have to admit, they're good at this. There really is no room to skip.

Awards

• Cannes Lions Silver

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