Source: Adweek
Sport in India has a massive image problem, particularly for women. So says Mohamed Rizwan, creative director at Wieden + Kennedy India.
This represents an interesting challenge for a client like Nike. “What we set out to do is give it a complete makeover by making it cool, accessible and fun,” Rizwan says. “To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.”
The result is “Da Da Ding,” a powerful video that unites the talents of rapper Gizzle, director François Rousselet and producer Genera8ion (known for working with M.I.A.).
The music sets a dramatic pace, while a multitude of women reflect the diversity of India and of sport itself: You can run, dance, box, play tennis; the mere act of exertion makes you a member of this team.
Among the ad’s stars are national hockey player Rani Rampal, surfer Ishita Malaviya and Indian film actress Deepika Padukone (a former national badminton player)—a trio the agency calls “the ultimate girl sport squad.”
https://youtu.be/1UvPZ8fD4B8
The spot successfully fuses elements of Indian pop culture—its music, rhythm and beats—to Nike’s carefully crafted universal spirit: It makes mere movement feel revolutionary. In the same way listening to M.I.A. makes us want to rob banks in a convertible, it inspires a weird desire to do reps, or get into parkour.
“Da Da Ding” also doesn’t shy away from physicality: Its depictions of the violence inherent in contact sports follow other sports ads that increasingly remind us women aren’t made of porcelain; we can throw punches—and even bleed—with the best of them.
Nike and W+K have deep roots. All of Wieden’s offices—eight globally—work on the brand, but this ad marks the Delhi office’s debut effort for Nike India since winning the business in 2015. Their exertions don’t stop with a slick, high-energy video; modeling the music industry, they also created album artwork and co-wrote the lyrics with Gizzle.
CREDITS
Client: Nike India
Agency: Wieden + Kennedy, Delhi
Executive creative directors: Kim Papworth, Susan Hoffman
Creative Director: Mohamed Rizwan
Writer: Ankita Tobit
Art Director: Anyaa Dev
Production company : Division
Director: François Rousselet
Executive producer: Jules de Chateleux
Music: Da Da Ding – Gener8ion, feat. Gizzle (vocals)
Photographer: Aman Makkar
