The latest edition, “Victory Swim”, dives into the water with athletes from the Middle East. The 90-second commercial by Wieden + Kennedy Amsterdam shows different women in a variety of water sports, from swimming to surfing, rowing to diving, all of whom experience the freedom and power of water.

It starts in the shallow water of the ocean, and a woman teaches her young daughter to swim. Her words of encouragement become a metaphor to inspire other women to get into the water. The action then flows to other inspiring women in the area who do what they do best.

The UAE rower Maha Al Ameri cuts through a river in her oar skull. amputated swimmer Zainab Al-Eqabi; Triathlete Manal Rostom in training. These are women who do things that many in the western world may not have seen before. They serve as positive role models for young girls everywhere interested in these sports.

“When I’m in the water, I feel a sense of freedom and boundlessness,” says Al-Eqabi, who started swimming in 2011 after suffering severe back pain from her prosthetic gait. “Swimming taught me that nothing can stop me if I want to achieve or learn something. Don’t let your mindset get in the way of your goals and aspirations. “

All women’s sports versions of Nike’s Victory Swim Collection, including the full coverage swimsuit, swim hijabs, tunics and leggings.

The film ends with the mother’s encouraging words: “You do it”, a homage to the Nike slogan “Just Do It”. Included is the inspirational “You Can’t Stop Us” campaign tag featured in a LeBron James-narrated spot showing top athletes in their toughest moments in honor of a recently released “You Can’t Stop LA” the Lakers’ most recent NBA final win.

LOANS:

W + K Amsterdam

Managing Director: Blake Harrop

Executive Creative Director: Eric Quennoy and Mark Bernath

Creative Director: Evgeny Primachenko, Craig Williams

Art Director: Zeynep Orbay

Copywriters: Macie Soler-Sala, Jake Barnes and Kervins Chauvet

Head of radio production: Joe Togneri

Broadcast producer: Stijn Wikkerink

Group Account Director: Kathryn Addo

Account Director: Franky Wardell

Account Manager: Abderrahim El Khouani, Fulvio Itagiba

Account manager: Roberta Hilgert

Planning manager: Martin Weigel

Planning manager: Reid Schilperoort

Head of Communication & Digital Strategy: Danielle Pak

Communication strategist: Elsa Stahura

Art producer: Eline de Roo

Studio Director: Lizzie Murray

Studio print producer: Loes Poot

Designer: Yaleesa Waëlauruw

Movement Designer: Alex Raybould

Studio artist: Noa Redero

Internal Editor: Scotti Raz

Business: Michael Graves, Marie Hernandez

Film production

Production company: Rattling Stick

Director: Sara Dunlop

Producer: Tess Mitchell

Cinematographer: André Chemetoff, Mik Allen and Jason Hearn (surfers)

Processing company: cutting processing

Editor: Dominic Leung

Audio Post: Grand Central Recording Studios

Sound designer / mixer: Raja Sehgal

Music: COM

Title: Amphitrite’s Theme

Continue reading

Don’t miss that Brandweek Sports Marketing Summit and Upfronts, a virtual live experience 16.-19. November. Get insights from leading athletes, how they mastered a year of surprises and changes, and what to expect in the coming year. To register.