Ad Nut
Apr 18, 2017

Height-challenged ballers prove fearless in new Nike spot for China

An attitude- and meme-filled film by Wieden+Kennedy Shanghai presents the basketball exploits of two undersized underdogs.

Presented in a format reminiscent of a video game, 'I got next' is about having the courage to step on the court, lay down a challenge and then back it up.  

Magical realism and liberal mixing of genres and memes makes the spot a compelling watch. Ad Nut particularly enjoyed the montage where one character imagines the ignominy he'll face if he fails to step up his game, as well as the inspired musical choice of Shimmy Shimmy Ya by Ol' Dirty Bastard.

The campaign includes TV and online, OOH, print, PR, retail and events in Greater China.

The director, Stacy Wall, also helmed an earlier Nike spot, 'Give me the ball', and the agency reports that casting real players with good moves seemed easier than for previous China campaigns.

CREDITS

Nike China
VP Marketing: Steve Tsoi
Senior Brand Communication Director: Andy Whiteside
Senior Basketball Brand Director: Michael Donohue
Senior Basketball Brand Manager: Johnny Chen
Brand Communication Manager: Seven Yang

Wieden+Kennedy Shanghai
Executive Creative Directors:  Ian Toombs, Yang Yeo
Global Creative Directors Nike: Alberto Ponte, Ryan O’Rourke, Dan Viens
Creative Directors: Terence Leong, Shaun Sundholm
Art Directors: Raul Arantes, Timothy Cheng
Copywriters: Shaun Sundholm, Cook Xu, Liu Wei
Global Integrated Production Director: Matt Hunnicutt
Director of Integrated Production: Angie Wong
Head of Content: Bernice Wong
Senior Producer: Molly Tait Tanen
Freelance Sr. Integrated Producer: Jennie Lindstrom
Producer: Jiji Hu, Fang Yuan
Art Producer: Xuan Ong
Senior Planner: Leon Lin

Global Account Director: Chris Willingham
Business Director: Dino Xu
Associate Account Director: Jim Zhou
Sr. Account Executive: Shawn Kai
Project Manager: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan, Amber Lavender

Senior Designer: Patrick Rockwell
Type Designers: John Yao, He Fan
Production Manager: Vic Zhang
Digital Imaging Artist: Changqing Lee
FA Artist: Austin Hu

Production: Imperial Woodpecker
Director: Stacy Wall 
Director’s Producer: Michaela Johnson
1st Assistant Director: Peter White
1st Assistant Director (Local): Bernie Chui
Director of Photography: Peter Donahue

Executive Producer: Doug Halbert
Producer: (Local) Carson Ng
Production Manager: Rosanna Pandolfo
Production Manager: (Local) Thomas Yuen
Line Producer: (Local) Wolfie Wong
Production Assistant: Gus Edwards
Celebrity Handler/Fixer:
CAM A Focus Puller/1st AC: Stevo
Drone operator:
Q Take:

Hong Kong Production Support: ASAP
Hong Kong Art Director: James Ting
Wardrobe Stylist: Julian Mei

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

Need more ads? Visit Ad Nut's colleagues: Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East

 

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