If your love and patronage of your shoes periodically tips over into obsession, you probably identified with the new campaign “Nike shoes play therapy”.
Nike knows how its products connect with consumers and athletes, and he plays with this relationship and brand loyalty to new places, which return the classic slogan, “it must be the shoes.” Ad wizard no rising star Lena Waithe, as a doctor Given the Sole therapist who works with clients who have … shall we say “intense” dependence on their sneakers.
While the campaign certainly centers on the nature Waithe, the starting spots and caustically marathon star Shalane Flanagan—which is quite appropriate, because it was her own dream, which inspired the campaign.
Agency for production of the robber was behind the campaign so we caught up with co-founder Martin Desmond ROE, who directed the spots, and Executive producer Jason Puris to learn more about the history of “Shoe therapy”.
AdFreak: what was the inspiration for the main “Shoe therapy” commercial?
Jason Puris: the film is actually based on a real story and a real dream that Shalane was on the eve of the new York city marathon (which she eventually won). Shalane had a dream that someone stole it to increase Vaporfly 4% of shoes on the eve of the race, and she woke up in a panic. Story about obsessed with shoes was born there.
What did Lena Waithe best choice for a therapist?
Martin Desmond ROE: Lena was my first choice for a therapist. I don’t write the role for her, but she was the first person I thought of for the role and then I really can’t imagine anyone else. I was a big fan of her on master of none, and knew she could nail the tone of the spots, but even more powerful, her love for sneakers; you can tell from her social media that she’s a complete sneaker-head myself. We knew that she can connect with Shoe-crazy because she’s crazy shoes. For (subsequent spot Lena) I wrote a few remarks, and then she riffed from there.”
Other “patients” contribute to a variety of ideas for their own obsessive Shoe?
ROE: we had great fun and we really developed a huge number of possibilities, some of which was really quite strange with a capital S. some scripts went into the public persona of characters like Sean Wotherspoon, obsessive sneaker head, ranting against the insanity of only having one pair of shoes. Others were just images that I couldn’t forget how Draymond green to keep your sneakers safe in a baby carriage.
What else can you tell us about the creative process?
Puris: it is important to highlight the bigger picture, the campaign as a whole. It’s not just one ad, but the world we have created around the Shoe therapy. We are proud that we got to create a whole world for the Doctor and was Given only her patients, who lived from the air all the way to Instagram stories.