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Nike “Possibilities” 2013

Nike “Possibilities” (2013) is a Nike commercial directed by Nicolai Fuglsig for Wieden+Kennedy, produced by MJZ. It won 14 awards, including Cannes Lions 2014 Film Gold, D&AD 2014 Wood Pencil — Film Advertising Crafts / Direction for Film Advertising and AICP 2014 Honoree Best of Los Angeles.

A motivational ad showcasing everyday people and famous athletes pushing their limits in various sports, culminating in a spectacular basketball dunk by LeBron James.

Video: Nicolai Fuglsig on Vimeo

Shot by shot

  1. An overhead shot shows a diverse group of people running on a paved path, surrounded by blurred green foliage, under natural daylight.© Nike0:04
  2. A man with a beard and dark clothing runs across a city street, with buildings and palm trees in the background.© Nike0:12
  3. A male cowboy in a white hat and grey sweatshirt rides a mechanical bull, holding on tightly as it bucks and spins outdoors during the day.© Nike0:17
  4. A young man in a yellow tank top dances energetically with other people in the background, surrounded by fireworks at night.© Nike0:28
  5. A young man in a yellow tank top and blue shorts performs a bicycle kick on a soccer field, with a stadium full of spectators in the background.© Nike0:32
  6. Nike “Possibilities”, shot 44© Nike0:38
  7. A young woman with curly hair, wearing a dark long-sleeved shirt and pink sports bra, plays table tennis in an indoor sports hall.© Nike0:49
  8. A young woman with curly hair plays tennis on a clay court, holding a paddle, with spectators in the background.© Nike0:57
  9. A group of young men play basketball on an outdoor court under a large concrete archway, with city buildings in the background.© Nike1:01
  10. A male basketball player in silhouette dunks a basketball in a brightly lit arena.© Nike1:06
  11. A male basketball player in a white tank top runs on an outdoor court, looking determined with other players blurred in the background.© Nike1:11
  12. A male basketball player in a dark uniform dunks a basketball in a brightly lit stadium, with a crowd visible in the background.© Nike1:19

Stills © Nike. Made by Wieden+Kennedy, MJZ and Nicolai Fuglsig.

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

The idea

Inspiring viewers to push their boundaries and achieve greatness, regardless of their starting point.

Tagline: “JUST DO IT.”

underdog storycelebrity cameomontage of triumphscall to actiontransformative journeyeveryday hero

The cut

Length
90 s
Shots
98
Average shot
0.9 s

What creatives use Nike “Possibilities” for

  1. 01Reference frames for your treatment

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

    An overhead shot shows a diverse group of people running on a paved path, surrounded by blurred green foliage, under natural daylight.© NikeA man with a beard and dark clothing runs across a city street, with buildings and palm trees in the background.© NikeA male cowboy in a white hat and grey sweatshirt rides a mechanical bull, holding on tightly as it bucks and spins outdoors during the day.© NikeA young man in a yellow tank top dances energetically with other people in the background, surrounded by fireworks at night.© Nike
    Frames from Nike “Possibilities”

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

    An overhead shot shows a diverse group of people running on a paved path, surrounded by blurred green foliage, under natural daylight.© NikeA man with a beard and dark clothing runs across a city street, with buildings and palm trees in the background.© NikeA male cowboy in a white hat and grey sweatshirt rides a mechanical bull, holding on tightly as it bucks and spins outdoors during the day.© NikeA young man in a yellow tank top dances energetically with other people in the background, surrounded by fireworks at night.© NikeA young man in a yellow tank top and blue shorts performs a bicycle kick on a soccer field, with a stadium full of spectators in the background.© NikeNike “Possibilities”, 0:38© Nike
    Length: 90 s · Shots: 98 · Average shot: 0.9 s

  3. 03Ad ideas: every spot built on a underdog story

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

    Nike “Possibilities” is built on a underdog story. Search the library by idea to see every spot that uses it.

    Chrysler “Born of Fire”© ChryslerGatorade “Replay”© GatoradeEpuron / German Ministry for the Environment “Power Of Wind”© Epuron / German Ministry for the EnvironmentPeugeot “The Sculptor”© Peugeot
    Chrysler · Gatorade · Epuron / German Ministry for the Environment · Peugeot

More commercials by Nicolai Fuglsig

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 “Possibilities” commercial?

Nicolai Fuglsig directed it, produced by MJZ, for the agency Wieden+Kennedy.

Which agency made Nike “Possibilities”?

Wieden+Kennedy created it for Nike (2013).

What awards did Nike “Possibilities” win?

14 awards, including Cannes Lions 2014 Film Gold, Cannes Lions 2014 Film Gold (Clothing, Footwear & Accessories), Cannes Lions 2014 Film Craft Silver and Cannes Lions 2014 Film Craft Bronze.

What is the tagline of Nike “Possibilities”?

“JUST DO IT.”

Sources for the credits and awards

en.wikipedia.orgmjz.comThe WorkThe Workaicpawards.comaicpawards.comdandad.orgThe WorkThe WorkThe WorkThe WorkThe Work