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7 August 2016

To do it or not to do it, that is the question.

by Jason Stone

Nike: “Unlimited You” - 2 mins 37s

When they hit their stride, there are few advertisers who can match Nike and they've pulled something really special out of the locker to launch their Olympics campaign. The first minute or so is pretty great but it pales into insignificance compared with what follows... and it's all held together by a spectacularly brilliant voiceover performance from Oscar Isaac.

The actor begins by explaining how each of the young athletes we see will one day overcome their current mediocrity to become a star of their sport. It's already cute because of a lovely interaction between Isaac and his young proteges. But so far, so Nike.

The kick comes just before the end of the first minute and by 'kick' we very much mean kick! A gymnast literally smashes Nike's slogan as he rejects Isaac's attempt to draw proceedings to a close.

It's not an isolated act of rebellion. Before long, all manner of sportspeople including Nike stalwarts such as Serena Williams are adding their dissent and Oscar Isaac hits an increasingly hysterical pitch in his effort to regain control of the commercial.

It's a spectacularly good idea, delivered with astonishing panache. The 360 spin designed to signal Neymar's skill is gorgeous and it's just one of dozens of special effects which enhance this film.

Next time someone's complaining that advertising isn't as good as it used to be... show them this.

Film Production: PrettyBird Ⓟ Ⓦ
Director: The Daniels Ⓟ Ⓦ
Producer: Jonathan Wang
Executive Producer: Ali Brown / Suzanne Hargrove
Cinematographer: Larkin Seiple
Production Designer: Mark Snelgrove
Voiceover: Oscar Isaac

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.