Nike, W+K and the Art of the Montage (again)


A friend and colleague recently posted the Nike spot titled Courage to his Pinterest page. It got me to thinking about Nike and the art of the montage spot.

Nike and advertising are basically synonymous.

Advertising and montages can be considered synonymous too.

However, good advertising montages are another story. They are typically an anthem spot with a familiar celebrity’s voiceover trying to talk about how whatever company is so valuable or how valuable you are to whatever company.

The reality is most of these spots suck.

Unless you’re Nike. And then you get guys like me paying homage to W+K and Nike for their omnipresent greatness and ability to so consistently create great montage spots that deliver on the brand promise and make me want to “Just Do It.”

With that, I deliver my top six favorite Nike montage spots.


For anyone who has played competitive sports, you know everything about this moment.

This is for the new Nike Fuel band. I’ll be taking the stairs from now on, thanks.

This just might make you believe that there’s an athlete in all of us.

My better is better than your better. Yes, Ladainian that would be correct. One commercial would vault Saul Williams into the public spotlight and end up being a favorite workout song on everyone’s iPods.

This spot gives me goosebumps every single time. Without fail. It speaks to the elegance of sport and I love it.

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