“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces–pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race–juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films–directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland–is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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Credits
Client Nike Agency Wieden+Kennedy Portland Caleb Jensen, Blair Warren, executive creative directors; Naoki Ga, Gui Souza, art director/copywriter; Becca Taylor, group strategy director; Ollie Chakraverty, strategist-sr.; Orlee Tatarka, head of production; Kerli Teo, global executive producer; Mauricio Granado, executive producer; Grace Tsai Petrenka, executive art producer; Rosie Ollero, sr. art producer; Emily Bibey, visual research lead; Sarah Starr, executive design producer Shantanu Sharma, sr. designer; Charlie Hilton, Sophie Van Der Merwe, Elena Hernandez, designers. Production Company Iconoclast Megaforce, director; James Laxton, DP; Charles-Marie Anthorioz, managing director; Caroline Pham, exec producer; Joanna Nelson, head of production; Julie Sawyer, line producer (Buenos Aires and L.A.); Jared Plotin, Nara Haftevani, production supervisors; Matias Boldi, Bruno Mantoani, 1st Ads; Charlie Carnola, production designer; Camille Garmendia, costume designer. Editorial Work Editorial Rich Orrick, Aika Miyake, editors; Rain Keene, Nina Vallado, assistant editors; Gabrielle Page, head of production; Remy Foxx, exec producer; Marlo Baird, managing director. VFX Selected Works Francois Roisin, creative director, 3D artist; Pete Hodsman, Johan Affort, Valeria Scalamandre, 2D artists; Dave Wishart, online artist; Sean Costelloe, exec producer/managing director; Amber Frisenda, DMP; Dan Crozier, sr. VFX producer; Noa Vuagniaua, assistant producer. Finish Joint Jessica Ivey, finish artist; Patrick Lewis, John Dillon, Zai Outlaw, producers; Catherine Liu, head of production; Tina Starkweather, exec producer. Color Trafik Daniel de Vue, colorist; Daymian Mejia, assistant colorist; Sasha Pace, color producer; Greer Bratachie, head of production; Robert Owens, managing partner. Licensed Music “You Are My Sunshine,” track; Christina Perri, artist. Sound Design & Mix Joint Suat Ayas, sound designer & mixer; Candace Mortier, assistant audio engineer; Louise Woodward, sr. audio producer; Annie Maldonado, exec producer. Music Supervision Walker Sara Matarazzo, managing director; Stephanie Pigott, Dottie Scharr, exec producers; Danielle Soury, sr. producer; Samantha Zirin, associate producer. Research & Clearance Nickerson Research, Inc. Susan Nickerson, exec producer; Jennifer Kilburn, clearance producer; Tammy Vo, clearance specialist.
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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