Icons: My Favorite Nike Commercials

Its a happy new year that I’ve christened with all night drives to and from New York City from Chicago. Due to the exhausted state of my mind, I’m going to have some fun with this post and just list my favorite Nike commercials from throughout the years.

Wieden + Kennedy’s work for Nike includes some of the most awe-inspiring, memorable television spots amongst all their other advertising endeavors. Almost anyone you talk to can recall a Nike ad that they liked, whether it be one month old or one decade old. These are my favorites.

Leave Nothing (2007)

I can distinctly remember the first time I saw this ad in the fall of 2007. The theme music was the first thing to strike me, as I have loved the soundtrack for “The Last of the Mohicans” for years. I was captivated by the oddly fitting juxtaposition of the gorgeous song with the fearsome, stripped down portrayal of football. The incredible athleticism was introduced with reality as each grunt and labored breath found harmony with the soaring soundtrack. By the time the screen blacked out just before the ball crosses the plain, I was covered in goosebumps. “Leave Nothing”, I was exhorted by the swoosh. The ad was classic Nike in that it didn’t describe shoes, didn’t explain technology, and certainly didn’t compare itself to a lesser brand. It just showed why we love sports. It is obvious that if we are passionate at all, there is no other product to buy besides Nike.

After the first time, I shushed my roommates and turned up the sound every time this ad came on, excitedly telling them to watch it. That is the reaction I want my advertising to elicit.

I Can (1998)

As an eleven year old with a fierce love of all things Nike, I was aware of the buzz of Nike’s attempt to change their tagline from “Just do it” to “I can”. At the time, I didn’t really understand the strategy of this, but I did know that the “I Can” spot that aired during SuperBowl XXXII made me love the company even more. Another example of Nike’s excellent music in their advertising, “Bittersweet Symphony” by The Verve is the perfect inspirational backdrop for athletes ranging from a young girl to Gary Payton exhibiting what and why they can.

Chicks Dig the Long Ball (1999)

All around good guys Tom Glavine and Greg Maddux can’t win. Despite their intimidating pitching stats, it seems the only thing girls like to see are home runs. Seeing the two skinny men who could be mistaken for accountants work to become home run monsters is hilariously gratifying. I remember “Chicks dig the long ball” was the catchphrase in my Babe Ruth league dugout for weeks after the ad ran.

Freestyle (2001)

Not much you can say about this ad, except that it quite possibly was the biggest force of bringing inner city streetball culture to the mainstream. After this ad came out, no one practiced their free throws anymore. They were too busy dribbling with their knees and bouncing the ball into their shirts.

The Second Coming (2006)

Not the most renowned Nike ad, but there is something about seeing the absolute best basketball players slowly walking together in matching jumpsuits while Juelz Santana proclaims “Together we stand, united we fall” that makes me think basketball is something much much bigger than just a game.

Failure (199?)

One thing that Nike does extremely well is that it transcends simply selling a product in an advertisement. It somehow creates a relevant message, an inspirational goad to the viewer. Nike isn’t just a sneaker brand, it is a team member, a mentor who wants you to succeed with its help. This ad is a perfect example of that.

So thats the list. What are your favorites?