Nike’s new ‘#JustDoIt’: re-interpreted for the digital age

It’s been 25 years since the slogan ‘Just Do It’ debuted for Nike. 25 years is a long time in advertising where campaign ideas and ads change almost every year. The tag line is popular, considered cool, part of everyday parlance and resonates even with the younger audience, who may have not been exposed to a lot of the earlier work.

Nike just released a new theme ad and not surprisingly, the ad deservingly so, has gone viral.

Agency: W+K

Take a look the YouTube banner here.

Maybe I am reading too much into the approach, but perhaps the earlier ‘Just Do It’ ads were more push-yourself-to-the-limits in terms of tone of voice. This one seems more friendlier, egging on, exhorting all of us to do a little more.

We’re all capable of a little more — a little faster, a little higher, a little stronger, a little more. And when we look at all of the little things we’ve done, we’ll see the big things we’re doing.

The campaign assets also include a clever push for all the digital properties of Nike – from its mobile app to the Instagram feed.

Their Facebook page has a simple Just Do It cover photo and the hashtag #JustDoIt has the right flavour to invite  audience participation. I am sure there is more to come with this campaign idea – but its clearly been re-interpreted to suit the new digital age.