Okay. It's thankless. Admittedly. It's Nike. You're following Wieden. And a whole lot of people are looking for you to jump the shark anyway.
But the first spot for Nike by Crispin is still a shoulder-shrug. A well-produced, kind-of entertaining, intermittently coherent, God-that-must-have-been-expensive shoulder-shrug.
The problems start with the idea, which is: motivation. To which I say, meh. Crispin has had some breathtaking insights -- the VW Passat ego emissions work comes to mind -- but the planning department wasn't all there for this one.
Plus, Wieden did a REALLY GOOD spot on motivation a few years back, the one where the boy rubbed the steak blood on the soccer ball which forced him to outrun the dogs chasing him.
I love Crispin. I wouldn't bet against them, especially on a piece of business like Nike.