Beijing Olympics: Nike Commercial
August 9, 2008
It seems to me that the Olympics have lost a bit of luster. The last time I remember being really excited for the Games was 1996 in Atlanta, perhaps because it was the first time I could actually follow the Olympics in an American city (I was a year old when the ’84 Games were in L.A.) But I think it had more to do with the fact that there were actually notable marquee athletes to root for. The ’96 Games had Michael Johnson and his awesome gold shoes, Carl Lewis, Kerri Strug and many others. Nowadays, I would be pressed to name more than one (Michael Phelps) athlete to watch for. I also think that 12 years ago, people were naively ignorant of doping. In the realm of modern day athletics, anytime a competitor breaks a record, people can’t help but wonder.
The only reason the 2008 Games are getting the attention they are is due to their setting. Talking heads are babbling on about China’s worthiness as a host country due to highly publicized (and sometimes exacerbated) human rights offenses. Is that really all there is to talk about?
Regardless, I just saw something that got me excited again. Nike is notorious for its cutting edge advertising and proved yet again why they stand alone atop the mountain of apparel companies. Nike’s new Olympic ad literally gave me chills and does so each time I watch it. It reminded me of why we should get excited about the Olympics: the Games are an opportunity to see the finest athletes compete on a global stage, for the world to momentarily put aside its issues and focus instead on individual courage. Of course its an ideal and a naive one at that, but it sounds pretty nice doesn’t it? For two weeks it almost works.
Check out the ad. It features The Killers’ “All These Things That I’ve Done,” which works really well, particularly with choir accompaniment: