Ilana Glazer Is Not a Fan of Running, and That’s Perfectly Okay in New Nike Campaign – Adweek

Nike was founded as a sneaker company by runners, for runners. A young runner-turned-business student named Phil Knight had an idea for a new way to distribute running shoes, his old coach at the University of Oregon poured rubber into a waffle iron to create a new tread, and together they set the running world on fire.Soon after, Steve Prefontaine, one of the most prolific distance runners in American history, came through the University of Oregon and helped launch Nike into the stratosphere. There were plenty of moments after that, but the point is: Nike and running have gone step-in-step for the entirety of the company’s history.Yet, for all the ardent runners out there, there is a significant group of people perfectly content with not breaking a sweat as they move.These new Nike Joyride ads are for them—and they’re so much fun. The shoe itself is designed to make even the most circumspect runner start stretching. In a series of three spots, that reluctant runner is played by Broad City star Ilana Glazer, and it’s hard to imagine better casting.The idea came from a new two-person agency based out of Portland called Megs and Shamus. Megs Senk and Shamus Eaton are the two advertising veterans behind the company, and their resumes read like a laundry list of big agencies like Wieden + Kennedy, Nike, Saatchi & Saatchi X, and the Obama Foundation.Behind the camera was Marielle Heller, the same director who recently helmed the upcoming Mister Rogers film A Beautiful Day in the Neighborhood. The company may be new, but it’s bringing in significant star power (and a major client) to get started.Capturing an authentic voice from a renowned actor is difficult for many commercials to pull off. Often, the cameo can feel jammed in purely for a moment of recognition. In these ads, Heller captures the same dialogue that feels right out of a Broad City episode, and Glazer’s delivery sells the spots.It also helps that Nike wasn’t afraid to let them take some risks. The final spot in the series sees Glazer finally lace up her shoes and even run about a half a block. She’s in search of the runner’s high, that exhilarating feeling that comes with pushing past a point of exhaustion—at least according to my friend who ran cross country in college.Anyone who has seen an episode of Broad City probably knows where that is going. Glazer gives a nod to “enjoying the high” while the ad finishes on a more PG joke of delivering a “hi” from another passing runner.In all, this digital campaign succeeds at making running fun for non-runners. Glazer carries the dialogue, and it’s hard not to smile—and have empathy—when watching each of the spots.CREDITS:Client: NikeBill Maginnis: Director, Global Brand CommunicationsStephanie Derham: Sr. Director, Global Brand CommunicationsAdvertising Agency: Megs and ShamusCreative Directors: Megs Senk, Shamus EatonArt Director: Megs SenkCopywriter: Shamus EatonExecutive Producer: Felicia GloverProduction Company: CaviarDirector: Marielle HellerDirector of Photography: Adam Newport-BerraExecutive Producers: Kim Dellara, Jasper Thomlinson, Michael SagalHead of Production: Casey WoodenProducer: Christina DonahuePost Production/Editorial: JointEditor: Tommy HardenSound Designer/Mixer: Noah WoodburnPost Producer: Kathleen RussellEditorial and VFX Post Producer: Annie Rosick Audio Post: Teenage DiplomatComposer: Scarlet Newman-ThomasColor: Company 3Colorist: Tom Poole


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