What Australian creatives think of Nike's Colin Kaepernick ad

Ogilvy Sydney creative director Jenny Mak

"Fortune favours the brave, and in this case, I couldn’t agree more. Nike is no stranger to controversy, so I’m pleased they haven’t shied away from using their voice to create a little with this ad. It would’ve been easy to play it safe, but I’m so glad they didn’t. In the face of certain backlash, it’s inspiring to see a brand stand up for what they believe in. What a great reminder for big brands to use their power to shine a light on issues that need illumination. The best advertising changes behaviour and affects culture, and this ad is already doing just that. I’ve lost count of how many times I’ve heard the words “have you seen the new Nike ad?” uttered amongst the creative department today. Breaking the internet is one thing but impressing the most cynical department in the agency is another. Bravo, Nike. All of a sudden, I don’t want to write ads. I want to write ads that inspire other ads to step up."

The Works ECD Paul Swann

“Like most people in our industry I eagerly await the latest instalment from Nike and with this one celebrating a major anniversary, expectations were higher still. In the TVC the focus is very much on elite performance, on being the very best, in fact being better than the best, which strategically is interesting as some of the other recent work has been more focused on participation - in merely giving it a go and doing your best. The temptation must have been to be more inclusive but what I’ve always loved about the Nike Brand is that it seeks to inspire and by encouraging us to be the very best it’s ticks the inspirational box for me.

Regardless of the excellent production values the TVC is too long and wordy (something that not only Nike are guilty of) and the beauty of the Colin Kaepernick static execution is its simplicity and brevity. It’s little wonder that this print execution has captured the worlds attention and created such a reaction, it’s sublime. Finally, I read this morning that the Nike stock has seen a 3% drop since the campaign, now I’m not sure if other financial forces are at play but if it is connected to the campaign it would make it one of the most expensive ads ever. But my hunch would be that the share price will rebound and some as people respect the brand for standing for something."

The Royals head of strategy Michaela Futcher

”By wading into a culture war with this new work, Nike shows us how we are lacking when we blindly use the word ‘brave’ in a brand DNA document or even threateningly use it to implore our clients to take a risk on a small idea. Making the logo 3% bigger is not real bravery. Changing the colour from blue to purple is not real bravery. And a brand that simply says it is brave is not really so.

True bravery is choosing to intentionally antagonise. To challenge the beliefs of many of your supporters. To pick a side. To back the underdog. To lean into your brand identity hard.

And bravery means being prepared to deal with the fall-out. This anniversary campaign raises the bravery bar for us all. Risk and danger is central to the power of this work. That's what makes it brave.

When glibly using the word ‘brave’ now we must hold ourselves in comparison to work that comes with a need for the CEO to defend a drop in share price, upsetting people so much that they burn the product in protest, even receiving 'mean tweets' from the ever-fair-minded President of the United States (if we really must call him that). This work will put Nike on the right side of history because they found the bravery to make it so. It’s ace.“

 M&C Saatchi ECD Emma Robbins

"In a time when the best brands are truly standing for something, Nike has done a brave thing with the Kap film.
Whether its to connect with a younger target, or support their signed athletes and their political stances, like Le Bron James or Serena Williams, they’ve risked pissing a whole bunch of people off to have an important conversation. A conversation that’s going to divide their target market. But when was the last time an ad caused people to actually burn shit and infuriate a President? That’s when what we do is really cool.  And sometimes really important."

SDWM creative partner Elle Bullen

"What do I think of this spot? I think it’s nice. The style. The shots. The narrative. All very nice, but perhaps not revolutionary. But the voice? The face? The decision to celebrate 30 years of just doing it by holding up a man who threw away his sporting career for his political beliefs? That’s revolutionary. That’s what made me, a professional desk athlete, feel inspired. This is an ad that’s more than words and pictures woven together in an emotional way. Its an ad with an opinion and that’s the bold part. I like that Nike is prepared to make a stand that can and will cost them customers. So many aim to walk the line, refuse to choose a side and endorse the widely accepted instead of the unexpected. Controversy? How refreshing. Sure they’ve stirred up some heat, but they’ve also stirred up incredible loyalty with those that share their belief. They’ve given new meaning to a line that’s three decades old and still not tired. And in the process they’ve infiltrated people’s screens, minds, and even their front yards in flames. Crazy, but clever. Nike has always been relevant. But now it’s a statement, a line in the sand, a badge to wear with pride. And that’s what makes it more than nice. It makes it brilliant."

Y&R CEO Pete Bosilkovski

"The Kaepernick campaign is goosebumps stuff. 30 years ago Nike launched what has become one of the most iconic and purposeful brand statements ever created – ‘Just Do It’. No matter your age, we are all talking about this campaign. The fact 30 years on the ‘Just Do It’ campaign can still be among the most talked about brand lines in the world is testament to a brand that never waivers to short-termism. Prior to launching ‘Think Different', Steve Jobs was quoted as saying that Nike was the most desired and envied marketing company in the world. Today, nothing has changed. In fact it has become even more powerful and relevant. This is a masterclass act of a brand that is unrelenting in its conviction to deliver its purpose in a more meaningful and relevant way. Thinking about it, they have just delivered one of the most powerful customer experiences a brand can offer – a ‘feeling’ to all people. Whether you cared for the brand prior or not, you just felt its purpose. There aren’t many brand campaigns that have the power to do this 30 years on. Long live Just Do it! PS - thank you Dan Wieden for your creative genius.”

The Hallway group head Hannah Sturrock

"I love it when brands are brave, committing 100% of voice and budget to an unambiguous statement of belief. Even better when the statement isn’t universally popular. A global brand like Nike, operating in so many markets, with customers from all sides of the political spectrum, has accepted their Colin Kaepernick campaign won’t impress customers who strongly believe the NFL player’s actions are disrespectful and “unamerican”. But they just did it. #Nikeboycott must have been anticipated and a shrewd decision made that the potential upside of courting controversy would be worth it.

But how controversial is it really? Nike knows their brand. The name and logo comes from the Greek god of victory. Their archetype means their mission must be to make the average customer feel empowered, inspired and just a little bit more fearless. To induce real feeling, Nike can’t simply show athletes wearing Nike on the field or court. They have to go deeper and tap into the human well of emotion. The tension in the heroic archetype is the inherent struggle, the risk and the sacrifice. So Nike must feature new kinds of heroes. Heroes that have fought the battles and emerged scarred but ultimately victorious. For their young target customers, Kaepernick embodies a kind of crazy conviction and public resistance against the very real forces of neo-conservatism; a demonstration that has ultimately crippled his NFL career. In my opinion, a brilliantly flawed hero that redefines what victory means." 

BMF deputy ECD Jen Speirs

"What a move. Awesomely bold, ridiculously brave. But to me, way over here on the other side of the world – such a right move. As individuals, we live in a world now where we’re encouraged to stand up for ourselves and what we believe in. Complacency is no longer an option. And when it comes to brands, we expect the same.

Of course, it has to be done so perfectly. If it feels like the brand is gratuitously piggybacking on a moment to flog its wares, it’ll be unanimously rejected (Kendall Jenner Pepsi, anyone?). But if, like this Nike work, it is perfectly timed, brilliantly executed, and meticulously aligned to the brand’s philosophy – it will fuel passion for the brand that will remain long after the fires are out. And while it will also fuel passion against the brand, Nike would have known that going in, understood that it will die down and decided to just do it anyway."

Host/Havas associate creative director Josie Burns

"I actually don’t think this spot is that radical. I think it’s smart and very well done. When you tell people to dream crazy and defy criticism, it’s absolutely vital that you don’t shy away from controversy yourself. The public has a special kind of disdain for brands who don’t practise what they preach. The Kendall Jenner Pepsi ad tried to leverage a movement without acknowledging what it was about. They preached ‘joining a conversation’ without joining one themselves and the public very rightly called bullshit on them. In contrast, the Nike spot is a precise and considered ruffling of feathers. The message itself isn’t anything new, but it’s shot beautifully, written well and the cultural references are progressive and very in tune to a 2018 audience. Above all, the brand picked a lane. To me, the most powerful part of this spot isn’t the spot itself, it’s the brand refusing to back down on its stance despite the immediate negativity it’s receiving through social channels and the stock market."