Nike Reincarnate Now

Nike has a couple of television commercials delivered through the perspective of reincarnation. “Maureen” introduces us to a woman who has come back as a squirrel watching the runners in the park. “Reincarnate Now” takes us on the road with a runner, suggesting we can be reincarnated during this life as we run.

Meet Maureen Kuwoski. This is Maureen’s first time as an Eastern Grey squirrel. She likes the park as there are plenty of trees. She sleeps in that big oak over there. Is she satisfied? Yeah. Is she happy? No she’s not. You see, Maureen was a promising long distance runner in her previous life and now the only time she stretches her legs is when she runs away from the dogs that constantly harrass her. A cruel twist of fate brought her here – forced her to watch the runners in the park every day while pushing themselves to become better, pursuing their dreams, tormenting her, reminding her of what she might have been. Don’t risk it. Reincarnate in this life. “Reincarnate now. nikefree.com”.

Click on the image below to play the video in YouTube (HD)

Reincarnate Now

A runner wearing Nike Free makes his way along a lonely dirt track. A battle rages between the part of him that wants to stop and the part of him that wants to go on. As he pushes himself beyond his old limitations the new self leaves the old self behind.

Click on the image below to play the video in YouTube (HD)

Credits

Agency Publicis Mojo, Melbourne provided the creative team: Creative Director Darren Spiller with copywriters Steve Jackson, Toby Moore and Art Directors Jason Williams, Christy Peacock and Selena McKenzie with Agency Producer Corey Esse.

Filming was shot by director Noah Marshall via The Sweet Shop, working with Sharlene George, executive producer, producer Sarah Cook, and director of photography Ian McCarroll.

Tim Mauger provided off line production at Digital Sparks, Auckland. Colour work was provided by Peter Ritchie at Oktobor, Auckland. Post house production was done at Perceptual Engineering, Auckland by on-line editor Puck Murphy. Music was composed by Colin Simkins at Music house Gusto Music, Melbourne.

Maureen can be seen as a 6.546 mb mp4 file at The Sweet Shop or as a 4.7 mb mov file at Perceptual Engineering.

Maureen and Reincarnate won Bronze Lions at the Cannes Lions International Advertising Festival in June 2006.