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| First bests only. | |
| by Melissa Roberts | |
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Part of Nike’s ‘Winning isn’t for Everyone’ campaign, this spot focuses on Paris 2024 Olympic gold medalist Qinwen Zheng. And focus it does, with most of the 15-seconder spent tightly framed on the tennis star’s face as she trains with intense, well, focus. Aneil Karia aces this chapter’s direction, keeping in line with the unwavering confidence of the brand’s 2024 campaign. ‘Should I look happy when I’m not? Should I smile when I lose?’ Zheng asks. A powerful line to hear a young female athlete utter so determinedly, and a satisfying one for any woman who’s been told to ‘smile!’ while she’s in business-mode (or simply trying to go about her business). Especially satisfying when coupled with the ‘thwack’ of a tennis racket meeting a ball. Cathartic sound design.
Product Category: Sportswear
Territory: China
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