Michael Mann Blends 'Last of the Mohicans' With Nike's Never Quit

never_quit.jpg

Sit back in your chair. Close your eyes. Imagine the theme music from the movie The Last of the Mohicans welling up inside your head. Picture Daniel Day-Lewis running through the woods and over the mountaintop to save Madeline Stowe from certain death. Now, open your eyes and watch this new commercial (YouTube or higher quality on the U.S. Nike site) from Nike called Never Quit directed by Michael Man. It's transfixing. It's intense. It puts you in the game. It makes your blood rush. It sends chills through your spine. It proves there's more than money in the game of American football.

Now, turn the sound off and watch it again. Pretty lame, right? Music is masterful, even more so than video sometimes, at conveying and amping up a message. Of course, we're partial to this sort of emotional manipulation but, then again, isn't that what advertising's about? Thanks, Bill for calling this to our attention.

Written by Steve Hall    Comments (2)     File: Best, Commercials, Creative Commentary     Sep-10-07  
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Comments

Sorry, but I think the video is great. Any time I see something like this and can't figure out whether it's staged or game film or computer generated or a combination, it gets my attention. I've never seen anything like this before. The visual transitions are amazing. Having done video and film, I can imagine an incredible amount of time spent putting this together. It's artistic, groundbreaking. No wonder it's only 30 seconds.

Posted by: Jeff Lane on September 11, 2007 12:24 AM

I don't know big man...That commerical is hot.

At your suggestion, I turned down the sound, and I'm still moved by Shawne Merriman running into the backfield and creaming the QB. When the ball switches over to Stephen Jackson, watch him run through the Falcons and into Lambeau Field...Nice.

I give them credit for building authenticity and the feel...I have to admit that this as good of a move as the MJ/Nike commercial when he worked out on Corey Blount and the Lakers.

Great video...Great shots...Great commercial.

Keep up the insights.

Peace,
BD

Posted by: Bret Dougherty on September 11, 2007 01:06 PM

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