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Nike “What Are Girls Made Of” 2017

Nike “What Are Girls Made Of” (2017) is a Nike commercial directed by David Wilson for Wieden+Kennedy, produced by Riff Raff Films. It won 7 awards, including Cannes Lions 2017 Film Gold, Epica 2017 Gold Best Use of Music and D&AD 2017 Wood Pencil — Film Advertising Crafts / Use of Music for Film Advertising.

A young girl sings a traditional Russian song about what girls are made of, while various female athletes demonstrate their strength and determination.

Video: NikeWomen on YouTube

Shot by shot

  1. A young girl in a white dress with a gold headband walks from a dark backstage area onto a brightly lit stage, facing a large, dark audience.© Nike0:00
  2. A young female athlete in a blue tank top and black leggings runs out of a brightly lit doorway onto a dark stage, where an audience in formal wear watches her.© Nike0:40
  3. A young woman with dark hair in a light blue sports bra looks directly at the camera with a determined expression in a bright, airy room.© Nike0:44
  4. A young girl with light brown hair and a yellow headband sings passionately into the camera, with blurred chandeliers in the background.© Nike0:59
  5. A young female gymnast in a black and yellow leotard performs on a stage, illuminated by a spotlight, in front of a seated audience in a grand hall.© Nike1:05
  6. Nike “What Are Girls Made Of”, shot 14© Nike1:08
  7. A young girl with long brown hair and a white dress looks up and shouts, with a blurred golden light in the background.© Nike1:11
  8. A young person on a skateboard glides across the floor of a dimly lit auditorium, with an audience seated in the background.© Nike1:13
  9. Nike “What Are Girls Made Of”, shot 23© Nike1:20
  10. A young girl with long brown hair and a white dress sings passionately, surrounded by other girls in gold dresses, under chandeliers.© Nike1:24
  11. A young girl in a white dress stands center stage, looking up, surrounded by other girls in gold dresses under chandeliers in a dark theater.© Nike1:36
  12. A young girl in a red soccer jersey holds a red soccer ball, looking determined on a snowy field with other players in the background.© Nike1:42

Stills © Nike. Made by Wieden+Kennedy, Riff Raff Films and David Wilson.

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

The idea

Challenging traditional gender stereotypes through a song and sports.

Tagline: “BELIEVE IN MORE.”

choral performancecontrasting imageryempowerment anthembreaking expectationsmontage of achievementschild protagonist

The cut

Length
118 s
Shots
35
Average shot
3.4 s

What creatives use Nike “What Are Girls Made Of” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “What Are Girls Made Of”? 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 young girl in a white dress with a gold headband walks from a dark backstage area onto a brightly lit stage, facing a large, dark audience.© NikeA young female athlete in a blue tank top and black leggings runs out of a brightly lit doorway onto a dark stage, where an audience in formal wear watches her.© NikeA young woman with dark hair in a light blue sports bra looks directly at the camera with a determined expression in a bright, airy room.© NikeA young girl with light brown hair and a yellow headband sings passionately into the camera, with blurred chandeliers in the background.© Nike
    Frames from Nike “What Are Girls Made Of”

  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 “What Are Girls Made Of” in order, with its length, framing and what happens in it.

    A young girl in a white dress with a gold headband walks from a dark backstage area onto a brightly lit stage, facing a large, dark audience.© NikeA young female athlete in a blue tank top and black leggings runs out of a brightly lit doorway onto a dark stage, where an audience in formal wear watches her.© NikeA young woman with dark hair in a light blue sports bra looks directly at the camera with a determined expression in a bright, airy room.© NikeA young girl with light brown hair and a yellow headband sings passionately into the camera, with blurred chandeliers in the background.© NikeA young female gymnast in a black and yellow leotard performs on a stage, illuminated by a spotlight, in front of a seated audience in a grand hall.© NikeNike “What Are Girls Made Of”, 1:08© Nike
    Length: 118 s · Shots: 35 · Average shot: 3.4 s

  3. 03Ad ideas: every spot built on a contrasting imagery

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

    Nike “What Are Girls Made Of” is built on a contrasting imagery. Search the library by idea to see every spot that uses it.

    Standard Chartered “Carbon-Free”© Standard CharteredDodge “Wisdom”© Dodgegiffgaff “Ode To Bad”© giffgaffMarriott International “Marriott - The Luxury Collection”© Marriott International
    Standard Chartered · Dodge · giffgaff · Marriott International

More commercials by David Wilson

  • Spotify "Thank You, Listeners" (2021) commercial still© SpotifySpotify “Thank You, Listeners” 2021Dir. David Wilson · Spotify In-HouseCreative Circle Bronze 2021
  • Facebook "Good Ideas Deserve to be Found" (2021) commercial still© FacebookFacebook “Good Ideas Deserve to be Found” 2021Dir. David Wilson · Droga5Kinsale Sharks Bronze 2021
  • Financial Conduct Authority "Claim Confident" (2026) commercial still© Financial Conduct AuthorityFinancial Conduct Authority “Claim Confident” 2026Dir. David Wilson · M&C Saatchi
  • No Frills "Delivery" (2026) commercial still© No FrillsNo Frills “Delivery” 2026Dir. David Wilson · ONE23WEST
  • Lipton "Ice Tea - Tea Changes Everything" (2025) commercial still© LiptonLipton “Ice Tea - Tea Changes Everything” 2025Dir. David Wilson · adam&eve\TBWA
  • Etsy "Don’t Celebrate Birthdays" (2025) commercial still© EtsyEtsy “Don’t Celebrate Birthdays” 2025Dir. David Wilson · Orchard NY

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 “What Are Girls Made Of” commercial?

David Wilson directed it, produced by Riff Raff Films, for the agency Wieden+Kennedy.

Which agency made Nike “What Are Girls Made Of”?

Wieden+Kennedy created it for Nike (2017).

What awards did Nike “What Are Girls Made Of” win?

7 awards, including Cannes Lions 2017 Film Gold, Cannes Lions 2017 Film Gold (Clothing, Footwear & Accessories), Epica 2017 Gold Best Use of Music and Epica 2017 Gold Fashion, Footwear & Personal Accessories.

What is the tagline of Nike “What Are Girls Made Of”?

“BELIEVE IN MORE.”

Sources for the credits and awards

The WorkThe Workdandad.orgThe Workwinners.epica-awards.comwinners.epica-awards.comThe WorkThe WorkLBB