A few days ago a ran across this video from Nike for their Better World campaign. It’s made of 100 percent recycled ads and — par for the course — it’s powerful stuff. It convinces you that sport can change lives and change the world through inspiration, hope, perseverance and goodwill.
Personally, as an international soccer fan, I believe all of this hook, line and sinker. However, I also believe that sport can be ugly and inspire hate, greed, war and corruption — not to mention debilitating and life-ending injuries. You’ll notice there are no clips of American football in this ad.
What makes the ad particularly powerful for me is that I remember at least half of these ads, and remember them fondly. So in addition to finding inspiration in this piece, there’s also quite a bit of nostalgia. And as we all know from Don Draper, nostalgia is a powerful thing.
As good as this ad is, the Better World site is even better. It has good, powerful content laid out in one long scrolling “page.” It’s a nice tight campaign from Nike, but would you expect anything less?