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High Five in association withThe Immortal Awards
Group745

High Five: Highlights from the World of Sport

08/03/2023
Advertising Agency
London, UK
155
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Al Mackie, CCO at RAPP UK, ponders over a recent debate with an inspiring selection of brave sports campaigns

A colleague shared the latest Nike Jordan work this week. It’s got some nice touches, but it prompted an interesting debate in the creative department on the best Nike ads of all time. Then it opened it up to other sports brands. So, when LBB asked me to share my High Five, I thought this was a chance to share some of the contenders from the debate, and revisit some outstanding work...



Nike - 'Dream Crazy'

Agency: Wieden+Kennedy
Production: Park Pictures UK

This is probably one of my favourite Nike ads of all time. I think it has set a new benchmark for Nike. Former NFL quarterback, Colin Kaepernick, sets up a powerful creative platform. With his actions firmly backing up the line "Believe in something, even if it means sacrificing everything.” The Serena Williams follow-up was equally powerful.



Under Armour - 'Rule Yourself: Michael Phelps'

Agency: Droga5 New York
Director: Martin de Thurah

If Nike is focused on glory, Under Armour is firmly focused on grit. They’re a great client to work with because this differentiation runs right through the business. The Michael Phelps 'Rule Yourself' work was a lovely example of pure grit, and the perfect celebration of him coming out of retirement. His hard work paid off too, with five Golds and one Silver in Rio.



Reebok - 'Escape the Sofa'


In complete contrast to Nike and UA, Reebok decided not to take sport too seriously - this brilliantly single-minded and direct campaign engaged consumers by bringing an element of fun to physical exercise. I just don’t know if work like this would run anymore.



DC Shoes - 'Pipe Dream'


There have been some epic ads in the past. Like Cantona refereeing the cage match for Nike with its royally assembled superstars or Guy Ritchie’s taking it to the next level for the Euros in 2008. But this work for DC Shoes is insanely ambitious.



Channel 4 x Paralympics - 'Meet the Superhumans'


Since 2012, a lot has changed around perceptions of the Paralympic Games. At the time, as little as 10% of people had any intention of watching the event. But 2012 was the year that all changed and the Superhumans work helped transform perceptions of the Paralympics. So much so, that during Tokyo 2020, the Paralympics were watched by over a third of the UK population.

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