Nike features the story of South African Paralympics sprinter Oscar Pistorius, who won’t listen to people who tell him he can’t run. The commercial tells Oscar’s story through his own eyes and words, and focuses on the fact that whenever he has been told he can’t achieve something due to his disability, he has gone on regardless and has become a highly accomplished athlete.
Pistorius, a double amputee, is known as the “Blade Runner” and “the fastest man on no legs”. Pistorius had his legs amputated halfway between his knees and ankles at the age of 11 months, due to congenital absence of the fibula in both legs. Despite his disabilities he plunged into the worlds of water polo, motocross, tennis, rugby and club Olympic wrestling. He took up running in 2004, while recovering from a rugby-related knee injury. He is seen here running on Cheetah Flex-Foot carbon fibre transtibial artificial limbs by Ossur.
Click on the image below to play the Bad Listener video in YouTube
The “Bad Listener” ad was developed at Wieden+Kennedy Amsterdam by executive creative directors John Norman and Jeff Kling, creative directors Eric Quennoy and Mark Bernath, art director Sezay Altinok, copywriter David Smith, and agency producer Erik-Jan Verheijen.
Eric Quennoy, creative director, said ‘We were truly inspired by Oscar’s spirit and the way he turns conventional wisdom on its head. Like he says in his sporting motto, “you are not disabled by the disabilities you have, you are able by the abilities you have’.
Sound was designed at The Ambassadors by Rens Pluijm.