Central Film’s director Rodrigo Garcia Saiz shows a mother’s devotion to her daughter makes a deeper impact than she knows in a touching spot for Polish auction site Allegro out of Warsaw-based ad agency Bardzo.
The spot finds a woman stretching the bounds of her creativity to craft a unique ensemble for her daughter’s school costume party. The little girl remains fickle with the wide array of options, turning down thoughtfully handmade getups ranging from a dinosaur, rain cloud, bumblebee, clown, mummy and astronaut. The mother is perplexed when the little girl requests a simple red dress and a string of pearls until she realizes that it was she that her daughter was idolizing all along.
Credits
Client Allegro Agency Bardzo, Warsaw, Poland Hubert Stadnicki, creative director; Tomasz Szewczyk, copywriter; Wiktor Pietrzak, art director; Bartek Nowak, producer; Rafal Kuzma, graphic design. Production Cut/Cut, Central Films Rodrigo Garcia Saiz, director; Mateo Londono, DP; Tomek Hryniszyn, producer; Artur Kotowski, production manager; Janusz Mazurczak, production designer; Malwina Wedzikowska, wardrobe. Editorial Kuba Pietrzak, editor. Postproduction Bartek Przybytek, online artist; Fred van Eeden, colorist. Sound Design Juice Kuba Pietrzak, Michał "Jurgen" Jaroszewicz, sound design. Music Arrangement Kuba Pietrzak
Women athletes can’t stand out--or so they’re told. They can’t have an attitude. Can’t deliver. Can’t fill a stadium. They can’t speak up, flex or make demands. And they can’t show off or break records.
Nike has a dramatically different perspective, offering a call to athletes across the globe: Do it anyway--and redefine the expectations of sport along the way.
Together with Nike, Wieden+Kennedy Portland unveiled a :60 anthem, “So Win” during Super Bowl LIX--the brand’s first time back in the Big Game since 1998. The work speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.
Voiced by Doechii and directed by Kim Gehrig of production company Somesuch, the campaign highlights the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing--it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.
Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson and several others from Nike’s iconic roster of athletes encourage everyone to block out the noise, dig in and let their hard work speak for itself.
Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best. Demonstrated through their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.
