So Nike is rolling out yet another “Just Do It” campaign with great fanfare, a pounding beat and freakish athleticism.
Same old thing, right?
Not exactly, judging from the buzz on the Web. The new campaign is titled “The Chosen,” and it premiered on Facebook, including its 90-second TV spot, The Next Web (TNW) reports.
“What’s interesting about this campaign is the sheer prominence that social media was given, with the ad spot breaking on Facebook nearly three days before it premiered on TV, during the NBA finals,” TNW states.
According to BigLeadSports, the centerpiece of the campaign is a film of skateboarding, snowboarding and surfing legends. It also will highlight 25 athletes who were recorded over the course of a year.
BigLeadSports says the campaign was created in collaboration with the Los Angeles ad agency 72andSunny.