This morning, Nike unveiled a video to promote its newest high-tech fitness device: the Nike+ FuelBand, developed with help from R/GA. Before we get any further, let's try to figure out what this fancy toy actually does. According to Nike, you wear your FuelBand during the day to track your steps, calories burned, time spent exercising, etc. But more important, it also calculates something called "NikeFuel" using "oxygen kinetics," which tells you just how active you've been, regardless of your chosen pursuit—everything from dancing to walking to playing basketball can be quantified and compared.
Now that we know what a FuelBand is—sort of—let's watch Nike's latest spot, from Wieden + Kennedy in Portland, Ore., to see some examples of activities that can be measured in NikeFuel. And in classic Nike fashion, they're using clips of famous athletes and film scenes to do it. (Hopefully they got licenses for everything!)
So, dancing like M.C. Hammer, swinging a tennis racquet like Serena Williams, battling evil ex-boyfriends like Scott Pilgrim, playing basketball like LeBron James, trimming hedges like Edward Scissorhands, and chasing chickens like Rocky—all things that result in NikeFuel. On the other hand, chilling out like the Big Lebowski, riding your Segway like Paul Blart, and getting waxed like the 40-Year-Old Virgin won't get you anywhere. (Although the amount of pain endured during a chest waxing must amount to something, right?)
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Alberto Ponte / Ryan O'Rourke / Dan Hon
Copywriter: Edward Harrison / Mike Warzin
Art Director: Mike Warzin
Producer: Felicia Glover / Jen Dennis
Account Team: Rob Archibald / Karrelle Dixon
Executive Creative Directors: Mark Fitzloff / Susan Hoffman
Agency Executive Producer: Ben Grylewicz
Editorial Company: Rock Paper Scissors
Editor: Angus Wall
Post Producer: Justin Kumpata
Post Executive Producer: Carol Lynn Weaver
Assistant Editor: Austyn Daines
VFX Company: A52
Smoke Artist: Paul Yacono
VFX Producer: Jamie McBriety
Titles/Graphics: Elastic – Ekin Akalin
Composer: Groove Armada
Song: "I See You Baby"
Mix Company: Lime
Mixer: Loren Silber