I’m sorry if the headline was deceptive and you think this is a biting expose of some ad campaign chronicling Nike’s appalling child labor record that got squashed by the powerful corporate giant. It’s not. That would be a much more worthy thing to write about.
Unfortunately, this is just my silly post of the week in which I will tell you all about the ad campaign that I came up with for Nike that never existed anywhere outside of my own head.
Remember all those ads that Nike used to do that said “Just Do It?” Maybe they still run those, I’m not that up on the latest in sports advertising, but they were big back in the day. Well, I had this idea to do a series of ads that instead would say “Just Be It.”
They would have an athletically toned person putting on their Nike apparel inter-spliced with vibrant scenes of nature. The person featured in the ad would be filmed getting suited up in all the latest Nike gear in total silence, only hearing the sound of their breath. It would be dramatic lighting – dark background, stark light shining from an angle creating intriguing shadows. The person would be seen putting on a Nike training jacket, with an intense concentration on their faces like this is the race of their lives – then an image of a rushing waterfall comes in for a few seconds. The person puts on some Nike wrist guards as if they are going to do gymnastics or go rock climbing – then the camera switches to an eagle soaring above a vast canyon. The person then ties their Nike shoe laces – then a heard of buffalo stampedes across the screen. Finally, the person bows their head and silently prays inside as if they are about to take the Olympic stage -then they sit down in lotus position and start meditating. Again, just a few seconds of each nature scene rushes through the screen – the water, the eagle, the buffalo. And the screen fades into “Just Be It” and the Nike swoosh.
This was around the time of some Olympics or other, so the Olympics were on TV all the time. Of course, this was many years before the whole issue of the Olympics, the symbolic world games celebrating cooperation and brotherly love, ironically being held in Sochi with Russia’s human rights violations against the LGBT community. So, instead of giving me ideas of ways to stand up for my gay or lesbian brothers and sisters, the Olympics gave me more ideas to expand the silly ad campaign.
They could have an ad that looked like Olympic news coverage. The sports caster would announce, with all the excitement that only sports casters can muster, that we were checking in on the Olympic meditation race. The camera would pan over to the various meditators from around the world sitting on little platforms in lotus position – the classic Indian Yogi in orange robes, the ascetic from Burma with only a loin cloth and a beard, the Tibetan bald headed monk in scarlet. Then you’d have the young American newcomer in full out yoga gear, the blond Swede with stubble and casual baggie pants, a Sikh representing the UK in turban and trendy track suit bottoms. They can throw in the Nike logo wherever necessary.
The clock in the corner of the TV screen would be ticking away: 42hrs, 38min, 7 seconds and counting. The sports caster would continue his commentary “The team from India is of course strong, as they always are, I think we even saw Swamiji Beyondananda start to levitate a little bit there. But this year we’ve been surprised by Lars Torngren from the Swedish team. His race for Oneness consciousness has been nothing short of amazing. And let’s not forget young Ajeet Suresh Singh from the UK. He started his career as a British Bhangra rapper, but when in his mid-twenties his thirst for fame and riches turned towards the Olympic meditation team, nothing could stop him – his name doesn’t mean Invincible for nothing. It will be an interesting race to see who reaches Enlightenment first. Back to you, Dave.”
Again, the screen fades to “Just Be It.”
I thought these were great ad ideas and I was sure Nike would agree. I even looked up Nike business offices contact information on line and emailed them asking where might I send an advertising concept? I was curtly told that Nike only accepts ad ideas that are patented – and as I was not about to go through that whole process, alas, Nike will never air the “Just Be It” campaign…
Just as well as it’s hard to Just Be It or to put your whole self into Oneness Consciousness if you’re violating human rights and child labor laws in foreign countries. So, the whole idea is better off here as my silly post.
As this silly post touches on some un-silly issues, here are some links:
To help in ending child labor world wide: Human Rights Watch
To help fight discrimination against our LGBT brothers and sisters: Human Rights Campaign