Nike's ode to perseverance in new film, 'Last'

The new Nike Running film, conceptualised by Wieden+Kennedy, celebrates not only the last athlete who crosses the finish line, but also the imperfect journey of every runner

BestMediaInfo Bureau | Delhi | October 5, 2015

Click on the image to watch the TVC.

History hails the victor, but runners who tackle races for pride and personal goals, rather than pace, are rarely recognised. As Fall marathon season is upon us, a new Nike Running film, 'Last', celebrates not only the last athlete who crosses the finish line, but also the imperfect journey of every runner. Anyone can be a runner; all you have to do is run.

The ad has been conceptualised by Nike's agency Wieden+Kennedy and directed by Lance Acord.

The ad shows a marathon run in progression and focusses on a lone woman, probably last in the race, but persevering to reach the finish line. The voiceover informs that the first person who ran 26.2 miles died. “He was a runner. You are not a runner, especially not a marathon runner; but at the end of this, you will be,” the voiceover continues.

The film reinforces Nike's 'Just Do It' proposition and encourages people to take up running, stressing that it is not important to always win, but to cross the finish line. While no one remembers the name of the runner who finished the race last, the fact that he or she persevered and took up their own challenges matters.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

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