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Nike “New Girl” 2022

Nike “New Girl” (2022) is a Nike commercial directed by Caroline Koning for Wieden+Kennedy, produced by BWGTBLD GmbH. It won one award: AICP Post 2022 Winner Storytelling.

A pregnant woman's journey is intertwined with the challenges and triumphs of Japanese women in various sports and professions, highlighting the potential of her unborn daughter.

Video: Caroline Koning on Vimeo

Shot by shot

  1. A 3D ultrasound shows a baby's face, eyes closed, with medical data displayed on the left and right sides of the screen.© Nike0:00
  2. A pregnant woman lies in a hospital bed, looking concerned, while a man sits beside her, and a doctor performs an ultrasound.© Nike0:21
  3. An elderly Japanese woman with white hair and glasses sits at a table, looking up with a surprised expression in a traditional Japanese room.© Nike0:32
  4. Five Japanese women celebrate a birthday, clapping around a table with a cake in a warmly lit dining room.© Nike0:41
  5. A woman with short dark hair and an orange top looks surprised and slightly annoyed in a decorated room.© Nike0:52
  6. A small baseball keychain hangs from a car's rearview mirror, with a blurred city building in the background.© Nike1:00
  7. A female baseball player in a white and blue uniform swings a bat with motion blur on a baseball field during the day.© Nike1:07
  8. A young female athlete with a determined expression is seen in a medium closeup shot, wearing athletic wear against a dark background.© Nike1:14
  9. A young female rugby player in a red uniform runs with the ball across a muddy field under a blue sky, with a bridge in the background.© Nike1:22
  10. A woman with dark hair and a white shirt is seen in a medium closeup, looking distressed and in pain, possibly in a hospital bed.© Nike1:30
  11. A woman in labor on a hospital bed is supported by a nurse and another person, grimacing in pain during childbirth.© Nike1:38
  12. A woman in a hospital gown screams in pain while giving birth, supported by another person in a hospital room.© Nike1:42

Stills © Nike. Made by Wieden+Kennedy, BWGTBLD GmbH and Caroline Koning.

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

The idea

A pregnant woman's journey inspires a vision of her daughter's future.

Tagline: “Play New”

expectant parentsgender inequalityflash-forwardsmontage of achievementsgenerational wisdomovercoming adversity

The cut

Length
119 s
Shots
78
Average shot
1.5 s

What creatives use Nike “New Girl” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “New Girl”? 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 3D ultrasound shows a baby's face, eyes closed, with medical data displayed on the left and right sides of the screen.© NikeA pregnant woman lies in a hospital bed, looking concerned, while a man sits beside her, and a doctor performs an ultrasound.© NikeAn elderly Japanese woman with white hair and glasses sits at a table, looking up with a surprised expression in a traditional Japanese room.© NikeFive Japanese women celebrate a birthday, clapping around a table with a cake in a warmly lit dining room.© Nike
    Frames from Nike “New Girl”

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

    A 3D ultrasound shows a baby's face, eyes closed, with medical data displayed on the left and right sides of the screen.© NikeA pregnant woman lies in a hospital bed, looking concerned, while a man sits beside her, and a doctor performs an ultrasound.© NikeAn elderly Japanese woman with white hair and glasses sits at a table, looking up with a surprised expression in a traditional Japanese room.© NikeFive Japanese women celebrate a birthday, clapping around a table with a cake in a warmly lit dining room.© NikeA woman with short dark hair and an orange top looks surprised and slightly annoyed in a decorated room.© NikeA small baseball keychain hangs from a car's rearview mirror, with a blurred city building in the background.© Nike
    Length: 119 s · Shots: 78 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a montage of achievements

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

    Nike “New Girl” is built on a montage of achievements. Search the library by idea to see every spot that uses it.

    CoorDown “Assume That I can”© CoorDownNike “What Are Girls Made Of”© NikeUnder Armour “It Comes From Below | Bryce Harper”© Under ArmourHonda “Impossible Dream”© Honda
    CoorDown · Nike · Under Armour · Honda

More commercials by Caroline Koning

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 “New Girl” commercial?

Caroline Koning directed it, produced by BWGTBLD GmbH, for the agency Wieden+Kennedy.

Which agency made Nike “New Girl”?

Wieden+Kennedy created it for Nike (2022).

What awards did Nike “New Girl” win?

1 awards, including AICP Post 2022 Winner Storytelling.

What is the tagline of Nike “New Girl”?

“Play New”

Sources for the credits and awards

aicpawards.com