In Nike’s latest partnership with Portland-based ad agency Wieden+Kennedy, a young woman picks up a basketball to practice in an empty stadium. Surrounding her are empty seats that gradually get filled up with screens of people sharing their voices and living their dreams, an image that would not have had nearly the resonance just one year ago.
Narrated by Oscar, four-time Emmy and Golden Globe winner Regina King, the spot encourages everyone to vote. Hiro Murai (Atlanta) directs, and footage features such athletes as LeBron James, Naomi Osaka, Odell Beckham Jr., Sue Bird, Ja Morant, A’Ja Wilson and Tim Anderson.
Besides producing public service content, Nike also is partnering with rideshare service Lyft to offer discounted rides so all voters can get to polling places, as well as working with non-partisan organizations Time to Vote, Rock the Vote and Michelle Obama’s When We All Vote.
“You don’t have to be a star to have a voice,” King says as the spot draws to a close and the woman is left practicing alone in the stadium again.
Agency: Wieden + Kennedy Portland
Production: Doomsday Entertainment
Edit + Mix: Joint
VFX: The Mill
Music: Found Objects
Sound Design: Barking Owl
Research: Nickerson Research Inc.