Nike’s ads are epic so often it’s almost banal. But this latest, “Chosen,” is an anthem like no other. Filmed over two years across seven locations (Hawaii, Florida, New York, Los Angeles, Whistler, Aspen and Bali), it whets your appetite for adventure with bruising sports too often relegated to boyish recreation: skating, surfing, BMXing, snowboarding.
Famous faces include skater Paul Rodriguez, snowboarder Danny Kass, and surfers Julian Wilson and Laura Enever. But as good as their cameos in pro form is the brand finale: the swoosh, and Nike’s “Just Do It” slogan — symbols tattooed into our cultural roots — brought to the fore in flames. Perhaps the advertising you would expect from Volcom clothing , but this is a new step for a company such as Nike.
And your post-ad adrenaline hike need not go to waste. Nike admonishes viewers to represent their crew — be you skater, surfer or biker — and turn in your own videos for a chance to “live the life of the pros.”
