Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Nike in the past has faced a big challenge in promoting running in China, where it’s had to battle everything from smog to negative perception of the sport as punishment. But in this new ad from Wieden+Kennedy Shanghai, it posits running as a thrilling adventure.
A young woman who appears to have just completed her everyday evening run looks a bit disappointed when she eyes her smartwatch. Knocking her when she’s down, a mysterious figure then appears out of nowhere to taunt her further, beckoning her to do go faster and do something a little more daring. At the end of the ride, she heaves another breath and checks her watch. This time, she’s shaved more than 40 seconds off her time.
The “Shanghai Fast” film arrives just in time for the Shanghai marathon. Director Nicolas Winding Refn (“Drive,” “Bronson,” “Only God Forgives“) brought his flair for capturing the seductiveness of cities to the ad, produced out of Stink Shanghai.