"Winning Isn't Comfortable - Morning"

12 September 2024

30s

The rise of the runner

Megaforce have directed 30 seconds of people yawning for Nike. But when it’s a creative collaboration with those two names, it’s of course half a minute of half-asleep people you want to watch. The ad is one of four in Nike’s new ‘Winning Isn’t Comfortable’ chapter of their ‘Winning Isn’t for Everyone’ campaign.

The film features bleary-eyed runners from around the world as they drag themselves out onto the streets to train, to a soundtrack of Bone Thugs-N-Harmony’s ‘1st of tha Month’ encouraging them to ‘wake up, wake up, wake up’.

Nike seems to be exploring the uglier side(s) of greatness from every angle. But with the results always having a unique edge, any yawning experienced in viewing is more likely a case of subconscious mirroring than being bored with the subject matter.

UK

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