From Bo Jackson to Ripple, Nike is responsible for some of the most groundbreaking advertisements in history.
No, that’s not an exaggeration. Ever since I fell in love with advertising (shortly before I started working in advertising), Nike has reigned king of creative messaging. But then again, advertising is all a matter of opinion.
And in my opinion, Shout is already one of the best spots of the year.
Viral Nike + Oregon Video, Shout
In unison with Oregon’s massive game against Michigan State, Nike unleashed Shout earlier this morning. Created by Wieden + Kennedy, a Portland-based agency (and also one of the best agencies in the world), this relevant reenactment of Animal House was eye-opening and on-point.
In case you didn’t know, Animal House was filmed in Eugene, Oregon (home of the University of Oregon). Because of that, one of Oregon’s finest traditions is singing “Shout” in between the third and fourth quarters of every game.
Iconic would be one term to describe this star-studded production, entertaining-as-shit would be another. Regardless of what you call it, I contemplated the same question every time I watched it.
How the hell did Nike pull it off?
After all, everything about this video is spotless. Not only was their adaptation of Delta Tau Chi’s basement pretty much flawless, the attention to detail by Wieden + Kennedy was eye-opening.
Here are a couple examples:
1. It started with an Oscar-worthy imitation of John Belushi by Marcus Mariota.
2. They paid so much attention to detail, even the cups in the opening scene are identical.
3. And finally, the “Welcome” sign behind Otis Day and the Knights was the exact same font, and seemingly made with the exact same material as the original scene. Although converted to “Go Ducks,” the letters were positioned in precisely the exact same location as the movie (right behind the drummer). Not sure how many more times I can use the word “exact” in one paragraph.
Shout should remind you that Nike is the king. They have the best tagline, the biggest endorsers, and the brightest spots. Now, they have one of the best advertisements of 2015.
Clearly, Nike had plenty of help from Wieden + Kennedy. However, there aren’t many companies that can pull something off at this level.
They had so many Oregon alumni in the commercial that I lost count. Ty Burrell from ABC’s Modern Family made a cameo, as well as ESPN sports anchor Neil Everett and the same exact actor who played Otis Day in 1978. And being the geniuses that they are, Nike (and Wieden + Kennedy) also managed to loop in a few of Oregon’s star female athletes as well.
It’s fun, it’s relevant, and most importantly – it’s going viral.
Take notes people, this is an advertising masterpiece.