Nike: The Morning After Advertisement

Title

Nike: The Morning After Advertisement

Subject

Y2K

Description

Created by Weiden & Kennedy in 1999 with Director Spike Jonze at the helm for Nike, this Emmy winning Y2K fear parody advertisement compressed all the fear, anxiety, and millennium bug conspiracy theories into a tight sixty-second package for its amused audience.

It followed the morning exercise routine of a solitary, and hungover, jogger as he followed his usual route, passing riots, traffic jams, moving past ATM machines spitting out cash to passers-by, missile attacks, black helicopters circling until he spots another jogger approaching. Their congenial exchange of greeting and their lack of reaction to the disaster that is unfolding on all sides leads perfectly into the Nike long-standing tagline, ‘Just Do It’. This advertisement reflected the growing skepticism of the masses as to the true extent of damage about to be incurred globally. Y2K in November 1999 was being seen as fear-mongering, and not a reason to hoard food and water any longer.

Creator

Weiden & Kennedy

Publisher

Director's Library Repository

Date

1999-11

Rights

In Copyright, however, displaying the DVD or trailer is in line with fair use for academic purposes.

Format

MPEG-4

Language

en

Identifier

Jonze, S 1999, ‘The morning after’ Nike, Directors’ Library, viewed 12 April 2021, <https://www.directorslibrary.com/11/2000/latest/campaigns/the-morning-after-nike/>.

Coverage

California, United States

Original Format

Video

Duration

01:00 minute

Producer

Nike

Director

Jonze, Spike

Files

Collection

Reference

Nike: The Morning After Advertisement, Weiden & Kennedy, dir. Jonze, Spike, prod. Nike, Director's Library Repository, 1999

Cite As

Weiden & Kennedy, “Nike: The Morning After Advertisement,” Y2K, accessed October 5, 2022, https://hums3052sharonrowland.omeka.net/items/show/3.

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