The new Nike‘s commercial was created by Tom Corcoran and Tom Bender at Wieden & Kennedy London, and directed by Megaforce through Riff Raff. The tagline is “Welcome to London. Home of the unbeatable” and the hashtag is #LDNR
Wieden & Kennedy London describe the advert:
Endlessly enterprising and fiercely competitive, young Londoners shape sport and culture in the metropolis around them. We created Nothing Beats a Londoner for Nike, where these hungry, resourceful and confident youngsters take us on a whistle-stop tour of their city – with the help of cameos from some of the Londoners they look up to, even as they strive to one-up them with their own sporting achievements.
Shot on the streets of the capital – in the very neighbourhoods that will produce the next Skepta, Dina Asher-Smith or Harry Kane – areas such as Dalston, Peckham, and Brixton provide a vivid backdrop for the bravado, passion for sport and unique London spirit that unites each of the 258 real-life young Londoners who appear in the film.
As the young Londoners are the focus, they launched the campaign through their social channels. Each of the athletes was given their scene as a standalone piece of content, which they posted on Instagram, linking to the next competitor to create a massive social media battle between some of London’s best young athletes. Soon after, the edits were be amplified by the famous faces who also star in the campaign. The full version of the film was then broadcast from February 9 across TV, Cinema, and Online.
“Nothing Beats a Londoner” is directed by collective MEGAFORCE, who have created films for artists and brands including Rihanna, Madonna, and Instagram. Production is handled by Riff Raff Films.
