Cannes Lions

Nike | Skates

WIEDEN+KENNEDY, Portland / NIKE / 2018

Film
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The film opens during a night game between the Seattle Seahawks and San Francisco 49ers. Coming out of the huddle, Seahawks quarterback Russell Wilson lines up his team, takes the snap, and immediately starts eluding defenders. This is what he does best-using his incredible maneuverability to make opposing players miss, "putting them on skates" to such a humiliating degree that CenturyLink Field is suddenly turned into a disco-era roller rink. As the classic song "Bounce, Rock, Skate, Roll" kicks in, Wilson brings this common football metaphor to life, sending skate-wearing players rolling helplessly past him with juke after juke. Basically unstoppable, Wilson finally strolls into the end-zone for a touchdown. As the team celebrates and the Seattle crowd chants the song's lyrics, Wilson throws a bemused glance to camera. Line: Make 'Em Miss.

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