Nike zooms in on everyday athletes in its latest campaign. A TVC that is part of the campaign went on air in 25 countries including India on 27 July, hours before the start of the opening ceremony of the London Olympics. The film was up on Nike's YouTube channel a day prior.
The film created by Wieden + Kennedy Portland, shows everyday athletes from around the world training, playing and competing in 'Londons' from around the world.
The first athlete is shown performing crunches at a gym called London Gym. The TVC then moves to a rugby match in East London, South Africa. Thereafter the scene shifts to a town called Little London in Jamaica, where a female boxer is shown practicing her skills. From Jamaica, the film moves to London in Ohio, where a young boy is playing baseball.
As athletes' stories unfold, the film's voice over emphasises that greatness is not reserved for the chosen few - 'but for all of us'. It ends saying, 'Greatness is wherever someone is trying to find it.'
Greg Hoffman, vice president, brand design and communications, Nike, said, "The idea behind 'Find Your Greatness' is simply to inspire and energize everyday athletes everywhere to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level."
Bill Bowerman, co-founder, Nike, added, "If you have a body you're an athlete, and that's a really compelling insight for all athletes as we celebrate great sporting moments this summer."
If the start of the 'greatness' campaign coincides with the commencement of the Olympic Games, there's communication planned till August 12, when the Games end.
A statement from Nike said, "The Nike+ digital ecosystem has over 8.5 million members globally, and Nike is creating a series of digital missions through Nike+ to motivate people, including a "Greatness is Ours" mission that aims to make August 12 the most active recorded day ever through Nike+."
Nike is also promoting the film on Twitter using #FindGreatness.