The BrandForward Blog

The Wieden+Kennedy Amsterdam shop captured the spirit of the Nike brand and demonstrated how powerful and inspiring a simple truth can be. The creative stays loyal to the Nike simplicity of “Just Do It,” while showing how to move a brand forward while leveraging the core value, which in Nike’s case is clearly “Do.”

In this video, Christiano Ronaldo is seen changing the course of the game, and his future by digging deep and “doing it.”







Campaign Notes: Creative is by Wieden & Kennedy Amsterdam, post-production by The Mill. Directed by Alejandro G Inarritu, director of the films 21 Grams and Babel. The production company is Independent Films. Music: “Hocus Pocus” by Focus.

Hitler Responds to iPad
Watching the Apple keynote updates while Steve Jobs was unveiling the iPad was a thrilling experience. Finally the day had come when we could let go of Kindle and netbook dreams and focus on a superior product with greater functionality, features, and style. Until this sobering video reminded us that while the iPad is covered in frosting, it isn’t yet fully baked. (January 2010)

Apple: Mac vs. PC Broken Promises
It was hard to leave that Verizon “There’s a Map For That” spot on the home page last week, but it was just that good. Fortunately, Apple came out with a handful of new Mac vs. PC spots in response to the Windows 7 launch. No explanation necessary. Pure awesomeness. (October 2009)

Verizon: There’s a Map for That
The Apple Fangirl in me cringed the first time I saw this Verizon 3G spot. My beloved iPhone being denigrated? Ah, but who can deny the clever use of irony. It’s a brilliant exercise in branding. Verizon stays true to its personality while taking an epic jab at Apple and AT&T. More advertising should have this kind of creative/strategic convergence. (October 2009)

The Economist: Shift Happens
This is the latest “Shift Happens” video by XPLANE in conjunction with Economist. Launched September 23rd on YouTube. Thought provoking facts that give insight into the future of connecting with consumers. And they win points by quoting Ray Kurzweil. A must-see. (September 2009)

Buick Lacrosse
Are car commercials the new economic barometer? This Buick Lacrosse spot moves away from the serious tone of recent car commercials and steps back into the consumer experience: the connection, emotion, and self-perception. It still retains the responsibility aspect, but embraces the personal connection to a brand. When car companies ease off the austere practicality message, could it be a sign of positive economic change? (September 2009)

Sears Blue Crew: Brett Favre
The Brett Favre Sears commercial that aired on August 22nd is a great example of how celebrity brand endorsements should be approached. There’s a clear connection between Favre’s professional indecision and Sears’ ability to help the indecisive. Brilliant. (August 2009)

State Farm “I’ll Be There”
Television as a medium is a one-way communication. Brands can engage the consumer with a two-way bond by connecting on an emotional level with truth, passion, and sincerity. This State Farm spot featuring a timely Jackson Five “I’ll Be There” achieves. (August 2009)