Nike Alpha Spots Run Into the Odd Realm

Advertiser: Nike Inc.

Agency: Goodby Silverstein & Partners, San Francisco

Challenge: Introduce Nike Alpha Project athletic shoes and apparel.

The Ads: Two offbeat television commercials use the fictitious Patell’s Oddities Shop as the backdrop for showcasing Nike products. In one ad, a snowstorm envelops a woman as she jogs through the streets of San Francisco. Cars skid and crash in the snowy streets, but her footing is sure. The scene shifts to Patell’s Oddities Shop, a bizarre secondhand shop, where NBA star Gary Payton shakes a magical snow globe. At that moment, the jogger runs into a glass wall. In another spot, Patell scatters magic dust on Payton’s feet. Tiny elves sprout up and transport the athlete around the shadowy and cluttered shop. But the spell ends quickly, and the industrious elves dissolve into green goo. So Patell recommends that Payton use a pair of Nike sneakers.

Comment: The fanciful jogger spot cleverly illustrates the attributes of Nike running gear. But it’s hard to think well of Nike after watching hard-working elves turn to mush under the weight of Payton’s feet. A mixed bag so far in this ad campaign. $$+