Thanks to Nike+, exercise is officially a video game.
That’s the clear message delivered in these two eye-catching ads for Nike+.
The FuelBand product (an accelerometer you wear on your wrist which tracks your activity and energy expenditures and translates them into “Nike Fuel”) has extended the gaming aspects of Nike’s relationship with consumers who are familiar with the original Nike+. More than ever (and very much in line with gaming) it’s all about racking up points and getting to the next level. These ads embrace that, presenting one’s workout as a virtual game made real with the athletes running around a city filled with buzzers and platforms, virtual opponents and even a boss throwing flaming barrels at you, Donkey Kong style.
The spots, directed by Adam Berg are visually stunning. Finely detailed, futuristic in their atmosphere but playful in tone, they make working out seem like fun which is definitive message. Nike’s mission is aspirational – self-improvement through the addictive craving for data. The tagline is an aggressive call to action: “Game on, world.”
Many believe that Nike products are their own best marketing tool but rousing commercials like these will always be something to talk about.
For me, these two definitely get a high score.
http://youtu.be/SjpYA95oxyA
http://youtu.be/Ep1DZZAF0XI
