Nike “Fate”

This is the kind of ad that makes little kids want to be nasty athletes.

Or advertising copywriters.

Or both.



Notice the shots of both kids falling back laughing onto their beds at the end. That didn't need to be there. The spot would have worked without it. But the thing that has made Nike advertising so memorable over the years has been the seemingly unnecessary little details like this. To me, that's what separates great work from good.

dubs. out.