Nike, “Greatness. It Only Takes Everything”
Agency: Wieden+Kennedy
Julian Cohen, acd, The Martin Agency:
How do you honor the career of one of tennis’s all-time greats? Nike just gave us the answer: a W+K film directed by the brilliant Martin de Thurah and narrated by none other than Phil Knight himself. It’s a perfect tribute to a career unlike any other. The spot captures Rafael Nadal’s indomitable spirit with masterful pacing and craftsmanship. And the voiceover? Delivered by someone just as legendary as the athlete it celebrates. The love and care poured into this film are palpable, and the final line ties it all together beautifully. It’s not just a reflection of Nadal’s legendary career but also of the effort and passion poured into this stunning piece of work—a piece I can’t help but feel happily jealous of.
Last Prisoner Project, “Pardon People. Not Poultry”
Agency: Sid Lee
Ellie Proctor, senior strategist, The Martin Agency:
This campaign took a very lighthearted tradition of pardoning Thanksgiving turkeys and used it to bring spotlight to a very timely issue—the thousands of prisoners who still remain incarcerated for low-level cannabis offenses. I believe advertisements (and advertisers) are at their best when they call upon their audience to challenge real societal issues. This was a simple, clear, and profoundly powerful way of doing just that.
Swehl, “Just Add Milk”
Agency: Brex
Emily Watson, group creative director, Baldwin&:
I have to go with the Molly Baz billboard in Times Square – both the reaction from Seed when the original Swehl board was taken down and the subsequent placement by Bobbie. It was just so perfect and poignant and really showed how brands can actually give support, not just show support.