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Nike Sports Equipment
Nikeplus Addicted
Wieden & Kennedy Amsterdam
TV/Cinema
isadn 45215
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The Fool on the Hill
sees the world going round
sees the world going round
Sun 29 April 2007
The images and the musings of the runner are strong and effective. We see the world through his eyes as he talks of his addiction and the way he interacts with the environment through which he has to run at all times of day and at all times of year.
It feels quirkily heroic and carries you along into the mind of the obsessive runner. But then at the end of the piece we see the wires going into his ears and we see him turn off his ipod. The session, it says, is over.
Somehow this little moment unravels the preceding message. I can't help feeling that he wasn't really interacting with the world through which he ran. He seems more likely to have been sealed up in his own portable ipod world, and might arguably have satisfied his addiction just as effectively on a tread mill in a gym.
I don't know whether it meant to do this? Does this ad elegantly expresses a truth about the times in which we live? We show great interest in and indicate great concern for the world around us, and yet we spend a lot of money on clever stuff that allows us to make up our own little world and retreat from it entirely. I don't know where this will lead us, but we could end up with an increasingly ignorant view of the world which is either fearful or sentimental.
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Hoping to be one. 
she's out to play 
