Nike Hike

Now we’ve heard everything--a major national commercial done on spec.

Wieden & Kennedy, a Portland-based agency, had a hot concept. It pitched Nike on shooting a 30-second spot for the company’s multicolored hiking boots using the usually barefoot tribespeople of Kenya.

Well, Nike was skeptical but OKd a photo shoot for print ads and an additional loose-change $3,000 for a TV spot. Nike made it clear that if the agency could make the ad for a price, the shoe company would look at it. But no commitment to air the commercial was made.

The agency hired director Hannah Hempstead (who’s done spots for Skippy, Heinz, etc.) with the instruction to make it a la National Geographic . . . and cheap. Along with other cost savers, Hempstead used frequent-flyer coupons and pared her crew to two--including W&K; producer Bill Davenport on sound. Additional savings came from tenting out with the Samburu tribespeople during the three-day shoot.

Even though the tribespeople developed blisters, the boots were a hit with the Samburu, who say Nike’s “Just Do It” slogan in their dialect.

As for the completed production . . . Nike will run it on national TV in February.