W+K’s Roots Are Showing

UPDATE 10/6/12: We wrongly assumed W+K made the following Levi’s spot. Please excuse our initial error and see the revised post for the correct credits.

“Just Do It” is much more than a tagline. It’s a platform, and an ethos so deeply embedded in Nike’s core, that the brand doesn’t even need to use the three little words anymore to convey the meaning in them.

Take a look at this new long form commercial from Wieden + Kennedy ESPN and director/producer Duffy Higgins. It features rookie quarterback Russell Wilson of the Seattle Seahawks. Wilson embodies the “Just Do It” ethos and with the help of W+K’s copywriter Higgins, he speaks words here that are meant to move people.

“My height doesn’t define my skillset.”

“Sometimes you just got to make a play, when nobody thinks you can.”

“God gives you talent, but you perfect your skill.”

It’s classic Nike…

But it’s for Levi’s.

About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • Joe

    Whatever dude.

  • joe’s friend

    check your facts man. W+K DID NOT DO THIS.

    • http://adpulp.com/ David Burn

      that makes it even stranger

    • http://adpulp.com/ David Burn

      I checked my facts, but still can’t find an agency credit. Here’s the Director’s info: http://vimeo.com/49782684

      If you know who made the spot joe’s friend, please enlighten us. Thanks.

  • DuffyA76

    I directed it for Levi’s through ESPN.