Nike rolled out an ad film titled 'American Woman' as part of its #NoMaybes campaign, ahead of the US women's soccer team's FIFA World Cup game this week. The campaign has been conceptualised by US-based Thousands Creative and has been on social media since 5 June.
The film underlines that while there are individual stars, they become unstoppable as a team.
Set to the iconic song 'American Woman' , the it opens with players from the American women’s soccer (football) team training individually. Interspersed with these are images of younger girls pushing their bodies to the limit, eventually stopping as fatigue sets in. When one of the players stops, tired, she is spurred on when she sees the rest of her teammates training through their pain. The younger girls too are spurred on by their team mates. The music heightens, the pace picks up as the girls are seen training, playing and enjoying it.
The film cuts to a shot of the Women’s team lined up for their national anthem before ending with the tag line, “Strong alone. Unstoppable together.”
Creative agency: Thousands Creative