“Just Do It” in an Era of “Don’t’s”
The COVID-19 pandemic brought the world to a standstill, forcing us to isolate and separate from the things and people we love. It was a devastating time that seemed to offer no end to the hopelessness.
However, at a time when everyone in the world was given nothing but restrictions, Nike defied the odds and released the inspiring ad “You Can’t Stop Us” across their social media platforms in July 2020, at the peak of the pandemic. The video quickly gained popularity, receiving over 11 million views on YouTube within a day and 20 million views on Twitter by the second day. (Source) The ad’s impact was recognized with an Emmy for Outstanding Commercial in 2021.
Watch the ad here:
Regardless of rewards and recognition, I want to talk about why I was personally drawn to the ad and why I found it so engaging.
Editing
Seamless! Absolutely seamless! This is definitely one of the main reasons why this ad caught — and held — my attention so well. I have never seen the split-screen technique executed so flawlessly as it was in this video. It was definitely attention-grabbing from the first frame alone and you’re left sitting at the edge of your seat wondering how this ad was going to unfold.
More than just how well the video was edited, the split-screen execution here was one of a kind. Usually, when a frame is divided into two side-by-side images, it is to convey a particular difference — a “before and after” or a “versus” comparison. However, Nike used this technique in a new, and more positive way. The split-screen execution was used to juxtapose different sports, genders, ages, disabilities, and more. The purpose of this though was not to highlight their differences, but for you to look at the screen as a whole. This is the reason why they painstakingly made sure that the flow between the two screens within the frame was seamless, making it seem like it was just one person. It’s to show that not one is better than the other — everyone is equal. This was an exceptional way to visually tell a story.
Themes
At the time that this was released, the whole world was suffering in more ways than one. The ad touched on different timely themes such as diversity, social justice, and the COVID-19 pandemic. As someone who lived an active lifestyle when the lockdown was implemented, the last one is what was most relatable to me. Nike did an excellent job putting all these themes together to create a cohesive story with one main message — you can’t stop us. Again, at a time when everyone was restricted from almost anything and everything, Nike offered motivation and assurance that we can fight through setbacks and limitations. The ad didn’t focus on selling products but instead offered a pat on the back and encouragement to keep going.
Narration
The visuals featured Nike athletes and a range of sports. What made the whole ad come together was the narration done by Megan Rapinoe, a Women’s Soccer star player. The use of “we” made the ad inclusive to all viewers, regardless of whether they were athletes or not, which was the main point of the ad. The word “sport” was only used once in the narration, while the rest was broad yet relatable for a variety of audiences. In fact, this was made deliberate when “sport” was crossed out at the last frame and replaced by “us.”
Personally, my favorite line from the narrative was “when we’re held back, we’ll go farther, and harder” as this resembles my pursuit of excellence. I’ve been held back a heartbreaking amount of times but the point is to always come back better and stronger.
Nike
The ad embodies Nike’s brand message of “Just Do It” — that no matter the circumstances, we can find a way to keep going. Even though those exact words did not come out of the ad, their message is all the same. They told the viewers to just do it no matter the circumstance, and that there will always be a way to just do it because well, you can’t stop us.
Nike has been a source of motivation for me and has inspired me with ads like “Dream Crazier” and “Find Your Greatness”. I was so excited to be talking about Nike for this week’s blog post because I hope to one day work on campaigns like these for Nike! It’s a job I’ve been dreaming of and a goal that I’m working hard to achieve.
What did you think of Nike’s “You Can’t Stop Us” ad? I would love to hear your thoughts.
Thank you for tuning in this week, and see you at the next one!
