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Nike “Chalk” 2009

Nike “Chalk” (2009) is a Nike commercial directed by Mark Romanek for Weiden+Kennedy, produced by Anonymous Content. It won 3 awards, including D&AD 2009 Wood Pencil — TV & Cinema Crafts / Direction, Clio 2009 Bronze — Television/Cinema/Digital / Direction and AICP Show 2009 Honoree Visual Style.

LeBron James' iconic chalk toss ritual inspires everyday people to find their own moments of greatness and release their inner power.

Video: nikelebrons on YouTube

Shot by shot

  1. A person with headphones and a laptop watches a basketball player in the background, who is preparing to throw chalk into the air.© Nike0:00
  2. LeBron James, a male basketball player, looks up and to the right in a black and white shot on a basketball court.© Nike0:02
  3. LeBron James, a male basketball player, looks directly at the camera while holding a basketball in a dark arena.© Nike0:05
  4. LeBron James, wearing a basketball jersey, throws chalk into the air on a basketball court, with a cheering crowd in the background.© Nike0:08
  5. A barber in a flat cap and dark shirt throws talcum powder into the air in a busy barbershop, with several men in barber capes seated.© Nike0:11
  6. A young male student in a classroom throws a piece of paper into the air, creating a chalk dust cloud, while other students and a teacher are present.© Nike0:14
  7. A black and white shot of basketball players on a court, with one player in a white jersey with "BLAZERS 12" on it, and another player in a dark jersey dribbling a basketball.© Nike0:15
  8. An older Black man in glasses and a cap gestures animatedly while cutting a young Black man's hair in a busy barbershop.© Nike0:17
  9. A female basketball player in a jersey dribbles the ball on a court, surrounded by male players, in a school gym.© Nike0:18
  10. A close-up shot shows many small, round, chalk-dusted donuts on a conveyor belt, moving from left to right in a factory setting.© Nike0:21
  11. A person's hands are seen dusting off a black and white Nike shoe, with a camouflage jacket visible next to it.© Nike0:23
  12. A male basketball player in a jersey with the number 23 dunks a basketball in a black and white shot.© Nike0:26

Stills © Nike. Made by Weiden+Kennedy, Anonymous Content and Mark Romanek.

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

The idea

LeBron's chalk toss ritual is a universal symbol of readiness and power.

Tagline: “Just Do It”

hero's ritualeveryday heroesmontage of momentssymbolic actionempowerment through sport

The cut

Length
30 s
Shots
37
Average shot
0.8 s

What creatives use Nike “Chalk” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Chalk”? 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.

    A person with headphones and a laptop watches a basketball player in the background, who is preparing to throw chalk into the air.© NikeLeBron James, a male basketball player, looks up and to the right in a black and white shot on a basketball court.© NikeLeBron James, a male basketball player, looks directly at the camera while holding a basketball in a dark arena.© NikeLeBron James, wearing a basketball jersey, throws chalk into the air on a basketball court, with a cheering crowd in the background.© Nike
    Frames from Nike “Chalk”

  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 “Chalk” in order, with its length, framing and what happens in it.

    A person with headphones and a laptop watches a basketball player in the background, who is preparing to throw chalk into the air.© NikeLeBron James, a male basketball player, looks up and to the right in a black and white shot on a basketball court.© NikeLeBron James, a male basketball player, looks directly at the camera while holding a basketball in a dark arena.© NikeLeBron James, wearing a basketball jersey, throws chalk into the air on a basketball court, with a cheering crowd in the background.© NikeA barber in a flat cap and dark shirt throws talcum powder into the air in a busy barbershop, with several men in barber capes seated.© NikeA young male student in a classroom throws a piece of paper into the air, creating a chalk dust cloud, while other students and a teacher are present.© Nike
    Length: 30 s · Shots: 37 · Average shot: 0.8 s

  3. 03Ad ideas: every spot built on a everyday heroes

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

    Nike “Chalk” is built on a everyday heroes. Search the library by idea to see every spot that uses it.

    Flybuys “Give a Flybuys”© FlybuysNike “Skateboarding: Running”© NikePuma “I Got High”© PumaExide “The Moving Canvas”© Exide
    Flybuys · Nike · Puma · Exide

More commercials by Mark Romanek

  • Nike Inc. "Nike Kobe The Conductor" (2017) commercial still© Nike Inc.Nike Inc. “Nike Kobe The Conductor” 2017Dir. Mark Romanek · Wieden+KennedyD&AD Wood Pencil 2017
  • Jordan "Make Space" (2016) commercial still© JordanJordan “Make Space” 2016Dir. Mark Romanek · Wieden+Kennedy
  • Brand Jordan "Make Space" (2016) commercial still© Brand JordanBrand Jordan “Make Space” 2016Dir. Mark Romanek
  • Nike Football "Fast is Faster" (2012) commercial still© Nike FootballNike Football “Fast is Faster” 2012Dir. Mark Romanek · Wieden+Kennedy

More from Weiden+Kennedy

  • Bud Light Seltzer "Inside Post's Brain" (2020) commercial still© Bud Light SeltzerBud Light Seltzer “Inside Post's Brain” 2020Dir. Jim Jenkins · Weiden+KennedyAICP Awards Winner 2020
  • Nike "Last" (2016) commercial still© NikeNike “Last” 2016Dir. Lance Acord · Weiden+KennedyANDY Awards Gold 2016
  • Weight Watchers "If You’re Happy" (2015) commercial still© Weight WatchersWeight Watchers “If You’re Happy” 2015Dir. Martin de Thurah · Weiden+KennedyCannes Lions Silver 2015
  • Old Spice "Barbershop Sextet" (2022) commercial still© Old SpiceOld Spice “Barbershop Sextet” 2022Dir. Mike Diva · Weiden+KennedyAICP Awards Honoree 2022
  • Nike Unlimited Stories "Unlimited Courage" (2017) commercial still© Nike Unlimited StoriesNike Unlimited Stories “Unlimited Courage” 2017Dir. Max Malkin · Weiden+KennedyAICP Awards Honoree 2017
  • Espn "Utensils" (2017) commercial still© EspnEspn “Utensils” 2017Dir. David Shane · Weiden+KennedyAICP Awards Honoree 2017

Award-winning sport commercials

Questions

Who directed the Nike “Chalk” commercial?

Mark Romanek directed it, produced by Anonymous Content, for the agency Weiden+Kennedy.

Which agency made Nike “Chalk”?

Weiden+Kennedy created it for Nike (2009).

What awards did Nike “Chalk” win?

3 awards, including D&AD 2009 Wood Pencil — TV & Cinema Crafts / Direction, Clio 2009 Bronze — Television/Cinema/Digital / Direction and AICP Show 2009 Honoree Visual Style.

What is the tagline of Nike “Chalk”?

“Just Do It”

Sources for the credits and awards

aicpawards.comdandad.orgclios.com