Nike TV Spot "Need Motivation" for the new Nike Plus running shoe.

Ok...much anticipated and here it is...Crispin Porter + Bogusky's first work for Nike. I've just watched it three times. Certainly an over the top look at the world of the Nike Plus running shoe. A cast of hundreds spanning centuries. And an enormous budget. My initial impression is that it's overblown. A simpler more singleminded idea might have worked better. I'll take Quicksilver's "Dynamite Surfing" anytime over this (see my October posts). But...let's wait for the :30...should correct much of the self indulgence here. And...the false ending with the title card "Need Motivation" followed by the Nike Plus team breaking the glass (Apple 1984ish) is very cool. Breaks on Grey's Anatomy tonight. Then lots of MTV and NFL football. Just remember a key audience, as it always is these days, is viral. That's where this will do best. Let's measure it in two weeks.

Upate on December 19th. I've gotten a lot of visitors googling for the director's name or the names of the music tracks. If you'd like to know more about all the credits for everyone involved take a look at the December 19th entry above.