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

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.