Nike’s advert “Sunshine” encourages us to hate running in order to achieve our goals.
Running is one of the most rewarding sports, but also one of the most difficult to do. Going out for a run for a while is always a real pain, especially if the weather is bad, like rain or cold, or if you have to go out at odd hours to complete your weekly goals. But once you’re up and running, it’s one of the most pleasant sensations you can find.
But to achieve your personal goals you must leave your comfort zone to complete the agreed kilometers. That is what Nike’s latest campaign is about, going out for a run even if you don’t want to, even if your body is asking for a rest.
“Sunshine” is the title of Nike’s advert, produced by agency Wieden+Kennedy Portland and directed by director collective Megaforce. The piece follows the lead of the Olympic Games campaign “Winning Isn’t for Everyone” but this time warning us that “Winning Isn’t Comfortable”.
Nike’s advert portrays the struggles faced by runners who have decided to go out and train rather than stay at home. We see them running in the rain, in the mud, or in the early hours of the morning. The song “You Are My Sunshine” by Christina Perri plays in the background to reflect both the effort and tension, as well as the feeling of accomplishment that comes with achieving their goals.
The campaign is completed with another advertisement entitled “Morning” which highlights how difficult it is to go out for a run in the morning and the effort it requires for everyone, even if they are expert runners.
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