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- Agency: F/Nazca Saatchi & Saatchi
- Location: Sao Paulo
- Client: Nike
- Name: “Addiction”
Why I like it: Taking something common and given it a completely different spin – that’s a damn good way of getting people’s attention. Think of all the ways in which we’ve all been sold on the experience of running, the emotions of sport. I thought I had seen it all, and yet here we go with a Nike film which completely catches you by surprise. And what’s best is that it’s not all bells and whistles (although the execution is quite masterful) – what’s best is that what they say will actually ring very true to anyone that has caught the bug of running, or other types of endurance sports. I’ve been there myself, and it’s a terribly compelling message because it taps into an inner universal truth about the slightly strange, slightly masochistic world these people live in. At times the lines between good addiction and bad addiction are ever-so-thin, and this comes across very powerfully.