Nike Liked the New 'Just Do It' Ad So Much, It Tweetstormed the Lines of Copy

Sign of a true manifesto

Wieden + Kennedy's new two-minute Nike spot really is a special piece of work. 

It takes the 30-year-old "Just Do It" line and expands it to encompass struggles and triumphs both in sport and beyond, with a poetic series of copy lines punctuated by the inspiring reveal of its narrator toward the end. 

Combined with the Colin Kaepernick print ad released two days before, it's been a big week indeed for Nike. And the brand is making the most of it across all platforms. Yesterday, it even posted many of the voiceover lines from the TV spot on Twitter, one after the other—a pretty fun example of a marketer in love with its own copy. 

It's fun to see the "like" counts on each line, too, like a real-time focus group evaluating the writing. No surprise, really, that the biggest love goes to the Kaepernick lines ("Believe in something, even if it means sacrificing everything"), the clever and succinct "Don't believe you have to be like anybody to be somebody," and the end line ("Yeah, that's more like it") with the #JustDoIt hashtag. 

It appears Serena Williams got an upgrade in the writing at some point, too. In the tweets, the lines are written as: "If you’re a girl from Compton, don’t just become a tennis player. Dream of being the greatest athlete ever." But the spot itself changes that last line to: "Become the greatest athlete ever." A wise edit. 

See the full tweetstorm below. 


Tim Nudd
Tim Nudd is editor in chief of the Clio Awards.