By Barry Janoff
October 31, 2015: Snow days are great days for kids who enjoy some time jumping into piles of snow more than studying over piles of school books.
Nike evokes that attitude with its roster of pro athletes, and a soundtrack from James Brown, turning a "Snow Day" into a competitive day of "friendly" football.
"Snow Day," which hits broadcast in both its full 60-second and shorter 30- and 15-second versions, anchors a "Get Out Here" campaign, which includes Internet and social media. Lead agency is Wieden + Kennedy., Portland.
The campaign also focuses on the "Get Out Here Challenge," which Nike describes as an "extensive search to find the 48 most weather-defying athletes to compete in the ultimate cold-weather training experience, to be held in Chicago the week of Dec. 8, 2015. (Details here).
The entire effort supports such products as Therma-Sphere Max and AeroReac, which are designed for "athletes at every level who want to train and embrace winter weather."
The sports apparel and footwear brand also touts its Nike Run Club and Nike Training Club.
In the case of "Snow Day," those athletes are led by team captains Rob Gronkowski (New England Patriots) and Ndamukong Suh (Miami Dolphins).
NFL players also include (in alphabetical order) Odell Beckham Jr. (New York Giants), Le'Veon Bell (Pittsburgh Steelers), Antonio Brown (Pittsburgh Steelers), A.J. Green (Cincinnati Bengals), Luke Kuechly (Carolina Panthers), Marcus Mariota (Tennessee Titans), LeSean McCoy (Buffalo Bills), Ben Roethlisberger (Pittsburgh Steelers) and Eric Weddle (San Diego Chargers).
Sydney Leroux and Carli Lloyd represent the U.S. Women's National Soccer Team.
Paul George (Indiana Pacers), Draymond Green (Golden State Warriors) and Elena Delle Donne (Chicago Sky) come from the NBA and WNBA, respectively.
Steven Stamkos (Tampa Bay Lightning) represents the NHL.
Other featured athletes are Eugenie Bouchard (tennis), Marlen Esparza (boxer), Paula Findlay (triathlete) and Lauren Fisher (Cross training).
The spot opens with Gronkowski waking up to a radio announcer yelling. "Rise and shine. And don't forget your booties, Because it's cold out there!"
Gronkoswki breaks his bedroom window with his head and gleams, "Snow day!"
He then heads outside, dressed in Nike's winter apparel, and is hit by a snowball thrown by Suh, who here lives across the street. It's game on as Gronk gathers his team and Sun assembles his, with both ultimately getting an a vacant, snow-covered lot.
"Touch?" ask Gronkowski.
"Tackle!" snarls Suh.
The two teams gather and then square off for the opening kick, with the resolution left to the imagination of viewers. (See the full spot here.)
The entire spot plays out to Brown's funk-driven beat, "The Payback," which includes such lyrics as:
"Sold me out, for chump change.
"Told me that they, they had it all arranged.
"You handed me down, and that’s a fact
"Now you’re pumped.
You gotta get ready for the big payback."
Nike said that the campaign is intended to "inspire people to train through the winter months,"
The Nike Get Out Here Challenge will "reward selected contestants with a trip to Chicago and the opportunity to take part in a unique training experience."
The spot directs people to a dedicated Web site where Nike asks those interested in participating in the Get Out Here Challenge to use Facebook, Twitter or Instagram (to) upload a photo or video demonstrating how you are embracing winter by training.
Among the parameters, according to Nike, there must be NO:
• Entrants in a sports team uniform on camera, or mention a team name;
• Nudity, lewd or vulgar behavior
• Gratuitous violence
• Dangerous stunts
• Real or fake weapons of any kind, including, but not limited to, guns, knives or projectiles
• Drug or alcohol use
• Material that is hateful, tortuous, defamatory, slanderous or libelous.
(Full details here.)
Back to Home Page