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Nike “Am I A Bad Person” 2024

Nike “Am I A Bad Person” (2024) is a Nike commercial directed by Kim Gehrig for Wieden+Kennedy, produced by Somesuch. It won 4 awards, including Cannes Lions 2025 Film Craft Bronze, Creative Circle 2025 Silver Film Craft - Use of Existing Music : SINGLE and Ciclope 2024 Bronze Production Direction (61 To 120 Seconds).

This Nike ad challenges the notion of being a "bad person" by showcasing elite athletes' intense, often ruthless, pursuit of victory, suggesting these traits are essential for success.

Video: Soundtree Music on Vimeo

Shot by shot

  1. Nike “Am I A Bad Person”, shot 1© Nike0:00
  2. A female soccer player in a white jersey with a Nike logo and "USA" on it, runs on a field during a game.© Nike0:14
  3. Kylian Mbappé, a male soccer player in a blue jersey, looks intently to his right while another player's arm is visible in the foreground.© Nike0:25
  4. Serena Williams, a Black woman with long blonde hair, looks up at the camera with a serious expression.© Nike0:44
  5. A young male football player in a white and red uniform with number 55, wearing a helmet, looks intensely forward on a dark field.© Nike0:51
  6. A determined male pole vaulter in a yellow tank top holds his pole, preparing for his jump at an outdoor track and field event.© Nike1:00
  7. A female athlete in her 20s, wearing a white and green sports top, bites down on a red ping pong paddle with an intense expression, in an interior setting.© Nike1:06
  8. A male basketball player, sweating and wearing a white and purple jersey, points his finger while speaking on a basketball court.© Nike1:15
  9. LeBron James, a male basketball player in his 30s, wearing a white USA jersey, looks surprised and gestures with his hand on a basketball court.© Nike1:21
  10. A football player in a white uniform and helmet runs on a field at night, with other players in the background.© Nike1:32
  11. Two male soccer players, one in a black jersey and one in a yellow jersey, compete for the ball on a green field during a game.© Nike1:39
  12. A female athlete with long dark hair, wearing a USA track uniform, looks up and adjusts her hair on a track field with stadium seating in the background.© Nike1:48

Stills © Nike. Made by Wieden+Kennedy, Somesuch and Kim Gehrig.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Embracing "bad" traits like selfishness and obsession is key to athletic greatness.

Tagline: “WINNING ISN'T FOR EVERYONE.”

athlete's inner monologuemontage of intense athletic momentsquestioning societal normscelebrity athlete cameosslow-motion action shotsdefiant self-affirmation

The cut

Length
120 s
Shots
107
Average shot
1.1 s

What creatives use Nike “Am I A Bad Person” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Am I A Bad Person”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Nike “Am I A Bad Person”, 0:00© NikeKylian Mbappé, a male soccer player in a blue jersey, looks intently to his right while another player's arm is visible in the foreground.© NikeSerena Williams, a Black woman with long blonde hair, looks up at the camera with a serious expression.© NikeA young male football player in a white and red uniform with number 55, wearing a helmet, looks intensely forward on a dark field.© Nike
    Frames from Nike “Am I A Bad Person”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Nike “Am I A Bad Person” in order, with its length, framing and what happens in it.

    Nike “Am I A Bad Person”, 0:00© NikeKylian Mbappé, a male soccer player in a blue jersey, looks intently to his right while another player's arm is visible in the foreground.© NikeSerena Williams, a Black woman with long blonde hair, looks up at the camera with a serious expression.© NikeA young male football player in a white and red uniform with number 55, wearing a helmet, looks intensely forward on a dark field.© NikeA determined male pole vaulter in a yellow tank top holds his pole, preparing for his jump at an outdoor track and field event.© NikeA female athlete in her 20s, wearing a white and green sports top, bites down on a red ping pong paddle with an intense expression, in an interior setting.© Nike
    Length: 120 s · Shots: 107 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a questioning societal norms

    Before you present an idea, you need to know who has done it, and how.

    Nike “Am I A Bad Person” is built on a questioning societal norms. Search the library by idea to see every spot that uses it.

    Audi Q2 “#Untaggable”© Audi Q2PUMA “She moves Us”© PUMANatura “Essential”© NaturaLexus RX “Lexus - RX”© Lexus RX
    Audi Q2 · PUMA · Natura · Lexus RX

More commercials by Kim Gehrig

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning sport commercials

Questions

Who directed the Nike “Am I A Bad Person” commercial?

Kim Gehrig directed it, produced by Somesuch, for the agency Wieden+Kennedy.

Which agency made Nike “Am I A Bad Person”?

Wieden+Kennedy created it for Nike (2024).

What awards did Nike “Am I A Bad Person” win?

4 awards, including Cannes Lions 2025 Film Craft Bronze, Creative Circle 2025 Silver Film Craft - Use of Existing Music : SINGLE, Ciclope 2024 Bronze Production Direction (61 To 120 Seconds) and DGA 2024 commercials — nominee (Kim Gehrig).

What is the tagline of Nike “Am I A Bad Person”?

“WINNING ISN'T FOR EVERYONE.”

Sources for the credits and awards

en.wikipedia.orgThe WorkThe Workcreativecircle.co.ukawards.ciclopefestival.comyoutube.comdandad.org