Nike Tag with Shade Running and Tailgating

Nike’s 2001 commercial, “Tag”, has been inducted into the Hall of Fame at the 2010 Clio Awards, held in New York City last month. The commercial, which features a man who’s been tagged for a giant city-wide chase, was one of three commercials released in the “Play” campaign, alongside “Shade Running,” and “Tailgating.” “Shade Running” shows a woman dodging the sunshine in the streets of Manhattan. “Tailgater” shows basketballer Terry Crews tailing an unsuspecting businessman. Tag was awarded with Grand Prix for Film at Cannes International Advertising Festival in 2002, while “Shade Running” won a Gold Film Lion and “Tailgating” won a Bronze Film Lion.

Nike Tag commercial

Click on the image below to play the Tag video.

Click on the image below to play the Shade Runner video.

Click on the image below to play the Tailgating video.


The Play campaign was developed at Wieden+Kennedy, Portland, by creative directors Dan Wieden and Hal Curtis, art directors Andy Fackrell and Monica Taylor, copywriters Mike Byrne and Kash See, and agency producer Andrew Loevenguth.

Filming for Tag and Shade Running was shot in Toronto by director Frank Budgen via Gorgeous Enterprises, London, with executive producer Paul Rothwell, producer Alicia Bernard and director of photography Ben Seresin. Tailgating was directed by Tom Carty at Gorgeous.

Editors were Russell Icke at The Looking Glass Company/Whitehouse Post, Emily Dennis and Lucas Eskin, Mad River Post. Sound was designed at POP Sound.

Music for Tag was composed by David Wittman at Elias Arts, Los Angeles. “You are my Sunshine” in Shade Runner was produced at Elias. Music for “Tailgating” is “Spooky” by Dusty Springfield. Music post production was done at Endless Noise.