totle: I Can Play
Advertiser: Nike
Agency: Wieden & Kennedy
Agency Creative Director: John Jay, Jamie Barrett
Agency CopyWriter: Mike Folino, Mike Smith
Agency Art Director: Joe Shands
Agency Producer: Henry Lu
Assistant Producer: Shannon Worley
Film Production Companies: Satellite, Propaganda, Big Eye, @radical media, Partizan, Stink, Tony Kaye Films, Mars
Directors: Antony Hoffman, Jeffrey Plansker, Neil Abramson, Ivan Zacharias, Michel Gondry, Sam Bayer, Frank Ockenfels, Tony Kaye, Josh Taft
Cinematographer: Helge Gerull
Editor: Mark Goodman - Lost Planet
Post Production Company: Co.3/Digital Magic
Graphic Design director: Kyle Cooper - Imaginary Forces
Executive producer: Peter Frankfurt
Art director: Adam Bluming
Graphic designers: Adam Bluming, John Choi, Grant Lau, Eric Cruz
Typeface: Bell Gothic
Graphics Producer: Alex Dervin
Music: The Verve
The ads, which began airing January 1 [1998], pay homage to the inclusive nature of sports as an opportunity through which anyone and everyone can experience the thrill of participation. “Anthem” is a series of ads in the campaign which shows individuals of a diverse spectrum of ages, races, sizes, nationalities and skill levels playing alone and alongside each other. Different completions of “I Can” are superimposed on the images to reflect the equally broad range of goals, abilities and dreams harbored by each athlete-on the field and off. “Answers” encompasses a sequence of spots featuring kids and professional athletes such as Brett Favre, Cynthia Cooper and Gary Payton talking about their own ambitions and accomplishments in athletic, academic and personal arenas.
