The Olympics are in full swing. The worlds best athletes, gathered together to challenge each other to do better. Muscled and toned, their bodies honed to eye-drooling perfection from years of training in the pursuit of perfection — pushing the boundaries of achievement seemingly every time they compete.
In many ways the inherent design of the games — the way they only happen every 4 years, the fact that the majority of the competitors are amateurs (to the point where many of them are little more than children), and the continual drive by NBC to highlight the amount of sacrifice and dedication it takes for these special people to reach this level — serves as a reminder of human potential itself. Of what results effort can bring.
Which is all well and good if you have a 6-year old who loves ping pong and tons of free time on your hands, but can sometimes be a little mentally frustrating if you’re watching all of this happen sitting on a couch and eating directly from a can of Pringles.
Which is perhaps what inspired the folks at Nike to create this ad:
The ad has accrued nearly 1 million views on YouTube, with hundreds of commenters discussing the physical fitness of Nathan Sorrell, a 200-pound 12-year-old from London, Ohio.
But Nathan himself was inspired from the experience shooting the commercial, in which he ran so much he threw up, and he and his mother have vowed to change their lives and their diets. The 5’3″ middle-schooler was selected to be part of Nike’s international Find Your Greatness campaign as part of the manufacturer’s latest Olympic-conscious push.
For the shoot, Nathan had to jog numerous times down Old Xenia Road behind a Porsche with a camera and boom fixed atop in, panting after the director and his crew.
Nike said they would return to film him if he stayed dedicated to his goal.
[Source]
But because there’s nothing in this country that can’t be politicized anymore and thrown to the debate wolves — as you might expect the commercial has also drawn criticism from several sources worried that the ad is exploiting the image of this 12 year-old boy and perpetuating harmful stereotypes about the overweight and out of shape.
It’s a delicate question, because obesity is a very real problem with serious health consequences. But there is worrying over the overall well-being of a culture and then there is shaming fat people for being disgusting when clearly all you have to do to change your life is get off your hump and plod down the highway until you puke like wide load over here did until the director in the Porsche told him he could stop.
In a lot of ways I’m torn about this issue. I love the idea that Nike of all companies is making this statement. I love the feel of the ad, the simplicity, and especially the fact that at NO point during the commercial is it apparent that the kid is wearing Nike shoes or Nike clothes. I love that a multi-billion dollar corporation spent their own money during the Olympics of all things and basically said, “You don’t need our shoes, you don’t need our stuff — all you need is the will to do better.“
But I’m also aware enough to know that despite the fact that millions of people have seen this ad (especially now that it’s gone viral) that the target audience for Nike is anything but this kid, or me. It’s impossible to ignore the fact that along with this inspirational message is an underlying effort to focus on all the rippling, ugly details of what this really looks like to everybody else.
The hater in me can’t help but imagine the skinny bitch everyday exerciser who lives every day on a diet of rice crackers and self-importance nodding to herself because Nike just patted her on the back for being 12 billion steps ahead of the rest of us, and judging by the fact that this kid couldn’t go 2 takes without puking — the natural order of fatties continuing to lose is in no danger whatsoever.
And if you had any doubts of that, perhaps this redubbing of the commercial that’s been making the rounds can help:
A swift kick in the ass is important, especially if what you lack most of all in your efforts to live healthy is the desire and discipline to actually do something about it and see that effort all the way through. But we all know that in most cases there’s waaay more to losing weight and reversing bad health habits than just getting up and running.
So what do you think? Has Nike’s commercial got it’s heart in the right place — or are they just piling on?
@HexaCorde
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I applaud Nike for their attempts. Great job. However, no matter how much you run, jump, and exercise yourself to a puddle of sweat not much will change if we don't stop eating the garbage that is American fare. We have been misled to believe that wheats and grains are good for you when in fact, they ARE NOT. And sugar, in moderation is good for you….and it IS NOT. That eggs are BAD for you…they ARE NOT!
Some would lead you to believe that this obesity problem is new…IT IS NOT!
Fresh fruit, veggies and protein should be the staples of your diet and at all cost AVOID PROCESSED FOODS. In the words of Jack Lalane…if man made it, don't eat it!!
This PSA brought to you by speculation, trial & error, and personal experience.
I think there's the intent and focus on the ad on demystifying greatness (and the careful placement during the Olympics, where the word "greatness" is thrown around like rice) — and I really like that idea, and found myself really swept up in that feeling.
But then there's the reality of the society we live in and how it reacts to this sort of imagery.
Fat shaming is a thing, but it's a bit of a gray area because it's not like Obesity isn't inherently dangerous. I think Nike walks the line really nicely here, but will the culture treat the ad with the same reverence?
my bootcamp man told me something that has resonated with me big time.
You cannot exercise your way out of a bad diet.
You can't. You cannot eat like Honey BooBoo and exercise and expect to be fit. It ain't gonna happen.
I'm mad you brought up Honey BooBoo.
I like it. I was the fat kid when I was a child and I know what it's like to wish you weren't fat but have no idea how to get there. I hope it inspires kids and gives someone hope. I hope the young man sticks to his stated goal and gets himself to a healthier weight.
I do too, and I know that struggle all too well — but there's this weird part (and it might just be the sources I was reading) where it says that Nike will come back to film the kid again IF he reaches his goals.
I kinda feel like they could maybe be a little more involved than that, right? At least a pair of shoes — but come on, you're NIKE — maybe kicking in a trainer or something too?
I agree. They COULD agree to support him in his goal and that might make him all the more willing to reach it. I wish someone with a clue had taken interest in me. When I saw that my daughter had the same propensity to be fat, I changed eating for ALL of us. We've ALL lost weight, we ALL exercise now and it's our lifestyle. I still get misty remembering being singled out and actually starved as a fat child–I know my mother meant well but her tactic was sorely lacking.
I totally feel you on that, but (to play devil's advocate) if he really wants to get in shape, then HE should have to do it b/c HE wants to. W/o help. Like millions of others have. IJS I'm included. Granted, I only had about 20 lbs. to lose, but I did it on my own. No trainer, etc. B/c I wanted to. The old saying, "You can lead a horse to water, but you can't make him drink."
I guess Nike feels since we're paying you, you should have enough to by your own trainer. You know how these corporate mega giants are-they maintain the budget down to the dollar. Cheap arses
Oh and to answer the question….I think Nike's heart is close to their bottom line. Take that how you like. *shrugs*
first off…thank you Hex for taking this on
secondly
I don't know how I feel about it….I do know I don't think it's a "bad" commercial…I guess I'm either encouraged or just meh don't care about it but there is no need for outrage from what I can see…
but looking at the site that is criticizing it (Jezebel) I don't know if anyone else is "outraged" Jezebel seems to like to stir the pot unnecessarily
Well, I think the author of the Jezebel story (Lindy West — whom I adore) did an interesting job of walking the line between appreciating the intent of the commercial and reacting to the possible implications of the thing, but then in the comments the whole thing goes off the rails.
YouTube is still the black hole of comments, but Jezebel isn't that far behind.
I cant lie…a bytch has been lazy as f**k the past few years.
Thats really the only thing in my way…I eat fairly healthy, lots of fruits, whole wheat bread/burrito wraps,
lots of beans and quinao, fruit , salads and homemade smoothies in the summer.
My downfall? Laziness. Being lazy and getting fast food when I dont have anything cooked at home
coming home from work and cracking open a beer and wasting time online.
Sigh.
part of it is the fact that I am somewhat stuck living somewhere I really wish I wasnt for reasons I wont
get in to.
nothing to do, nowhere to go, rachet azz people…thats some ish to make a bish lose motivation real quick.
sigh.
It's a frustrating cycle, but it's not a life sentence.
<img src="http://i49.tinypic.com/4ok8w.gif" border="0" alt="Image and video hosting by TinyPic">Love you Hex
If ya love me then you'll get back up there and read it
<img src="http://i48.tinypic.com/2a8faxx.jpg" />
Have the decency to give a guy a read-around!
LIFE!
I don't appresheeate the rudity of this comment.
I am so gonna find a way to insert''Rudity'' in a sentence.Don't misunderestimate my sentencitizing,I got mad skillz son!!!
I'm sorry I got a little distracted by the narrator sounding like David Beckham.
I think it's actually Jude Law doing the voiceover.
Lord!! I'm going to imagine him whispering about me being great the next time I'm dying a little in ballet class.
Seriously though, for me the ad didn't rub me the wrong way (granted having hotness speaking inspiration words was helpful) because it didn't feel so in your face. Yes the kid is overweight but there appeared to be this honesty in the way it was filmed with it's tight shot and clean lines that don't allow us to get distracted by scenery and just focus on someone that is in the zone.
I think their effort is definitely commendable. As you mentioned, there's no mention of their product, they don't do any type of cut scenes that were focused on an item of clothing or etc. The only time the company is mentioned really, is at the end as if to say, "this message was brought to you by nike".
What is annoying is folks trying to find a negative. But the public ALWAYS have to find a negative. As pessimistic as people say I am, I find this message and it's presentation to be a positive thing: honest and to the point. No matter how harsh or insulting some may think it is, the message is still positive.
Everything's so politicized these days, it's really frustrating.
There were people saying that the Olympic team wasn't wearing enough stars and stripes and that the crowds weren't chanting USA, USA, USA! enough (because the games are in London, where people say that ish all the time, you know?)
And sometimes you're just like — "Hey, I'm just trying to watch Batman here — can we cut the Bane is Romney crap for like 5 damn minutes?"
I love the ad, I'm just not sure I trust the culture.
If someone who doesn't have access to tons of info on nutrition and exercise or foods that aren't processed….if some kid sees this and decides that they are going to get up and get moving rather than watch tv or play video games….if someone sees this and it triggers their "moment" to change then I see no harm it in. EVERYTHING has a motive attached to it. Of course Nike has a goal and money is the root of it. There are multiple sides to all things business and advertising. Their goal is to make money and continue the brand but what if in doing so somebody's "click" goes off and it makes something happen? Turns out to be a positive for them right? And they just might remember that Nike ad started it all and become loyal to the brand. Win-Win.
I actually liked the commercial, and think it spoke to the title theme. maybe it got me emotionally, and that's why… I don't know. But the kid traveling down that long road by himself and not quitting, taking small step after small step to reach his goal, spoke to me. I saw him not as an obese kid selling sneakers or unrealistic dreams, or as an example of—- whatever— because he was overweight. I saw him as a kid who had reached greatness because he was willing to try. Do I think Nike's heart was in the right place? I don't know, but I'm sure that some kid (or adult) will be inspired to find their own greatness in simply trying when they see this. You can't have results without effort, and that kid's effort inspired me.
The obesity epidemic is real. Children are getting knee replacements because of their weight causing too much pressure on the joint. Each time I see this commercial, I think that it was well done. It doesn't try too hard, but it does show something serious. This boy is running, no excuses. They don't parody him, they don't show anyone else, and I like that, because when you decide to do something for yourself, there's a motivation that comes from within that you have to maintain in order to keep going.
People on the internet are unnecessarily contentious. Nike could have gone about this in a number of ways, but I think that they succeeded in creating something real. He didn't go out there and run like Usain Bolt under the claim that he can do anything anyone else does. He's moving at his own pace, to get the results he wants. I posted a quote in my health and wellness group once. "No matter how slow you are, you're lapping everyone on the couch."
I don't get the sense of "fat shaming" here. Anyone who hasn't run before would probably have the same pace as this kid. What I see is an example of making a choice, and sticking to it. I can get behind that. There's knowing what to do, and there's actually doing it. That fits their motto. Just do it, and that is the absolute genius of the marketing here.
My first thought when I saw the commercial was "good for him", "good for them". All it takes is one step and you are doing more than people sitting on the couch. I liked the ad, plain and simple.
People find motivation in different ways. Tell me I can't do something and I'll prove you wrong. Tell my friend that she can, and she will.
Unfortunately, people do associate fatness or obesity with being out of shape or being lazy. They would've had to eat those words yesterday when they saw me in Zumba class who did the work out non stop compared to a friend of mine who I would have to say, I'm more than 2xs larger than she is, and she had to stop and leave class.
I'm focusing on my own goals, my own health needs and my own personal plan. If this ad speaks to someone, more power. If this ad is more motivation for the kid, more power. Because being 200lbs and a middle schooler, it's not cute. Glad changes are being made while he is still young and will make a world of difference.
congrats on the Zumba class….that mess is not for the faint of heart (ie, ME) lol
Hell no it's not… and my dumb self will be picking it back up next week.
Zumba is LIFE! I was getting it to this song yesterday!
[youtube O9-MNImmZSA http://www.youtube.com/watch?v=O9-MNImmZSA youtube]
Tried it once. Paid $40 for unlimited classes within a 4 month period. That one time nearly killed me and I thought I was in "decent" shape. LOL However, I am a glutton for punishment and after I move in early Sept, I will be seeking out another Zumba class closer to home.
I love Zumba. My instructor tries to kill me every class, but I keep going back!
The commercial and the message I don't necessarily have an issue with…the fact that the director had the kid to keep running until he threw up concerns me. Granted, he's not in great shape, so it's gonna be rough, but still…
And I hope that Nike is doing something more to help encourage Nathan to lose the weight (since that's what he wants); shoes, gear, something.
Exactly. I think they can probably afford it.
I was at a sports store the other day and saw a pair of Nike running shoes (very sharp looking) that were $250. Put those things right back down once I saw that price.
I do believe (I read another article) he had just eaten lunch before they started filming…that is probably why he got sick…
It was a good commercial. Maybe you can't run more than two blocks, but then you get to a mile. Eventually, you get to where you want to go/be… you and your greatness is only stopped by YOUR limitations. It was a good ad and those who don't like it need to ask themselves why.
Even if you are overweight due to a medical condition, you can still do all you can to be healthy. Hell, I'm overweight because I'm being a lazy @ss and like fatty foods. But if I got up to jog or walk (and controlled my portions, because I do eat fruits and veggies, I just sometimes smother them with unnecessary ish, like butter from time to time), I would be in MUCH better shape.
People need to just deal.
It sounds like crabs in a barrel to me. The folks complaining were doing said complaining from their comfy computer chairs, as the young man in the clip was pushing himself to be better. So he ran til he puked…. Most of my friends are former athletes and or military, we all ran til we puked at least once. Why? To reach for greatness!!
This young man was motivated to continue exercising and eating healthy, BRAVO, he is reaching for greatness! Nike COULD be a part of that greatness by providing support in terms of gear, a trainer, a nutritionist….. hell they might even get lucky and get bragging rights for building the next Olympic contender…. all I got for Nike is …. STEP THE HELL UP! And for the folks that need toilet paper instead of lip balm…. Go to the Chinese restaurant and order a Quart of Dack soup, have a nice big bowl, and let the boy be great!!
Errbody just gonna ignore ol bouncy pouncy girl in the gif with the girl behind her staring at her azz? word?
Okay, its just me then…
::sits with popcorn::
Dude, that's been around for about a month, you on vacation? I think Slaus or Hex posted here or on Facebook.
Disclaimer: I used to work on the swoosh campus.
Nike employees live, eat, and breathe that brand. To this day, I still buy Nike, Converse, and Cole Haan products. Are they looking to be profitable? Of course. However, they want to build brand loyalty as well to keep you coming back.
If you ever get to visit their campus, do so and you'll see that they want everyone to be an athlete. There's a famous Bill Bowerman (co-founder of the company) quote that you pretty much learn on day one that is, "If you have a body, you're an athlete." That's why they have soccer fields, running trails, swimming pools, etc. on campus and they serve healthy meals. Health employees means healthy profits for them, of course.
I would not be surprised if they fly this kid to Portland and invite him to their campus to work out and get equipped with the proper gear to keep him motivated.
I am a loyal Nike customer….even before this. It has nothing to do with any of what you stated though…I just like the swoosh.
Been on campus so many times, I could give a tour.
That dub over makes me wanna punch someone. You're damned if you do and damned if you don't. I'm gonna just leave this here…because that's that bullshyt.
<img src="http://d24w6bsrhbeh9d.cloudfront.net/photo/4995080_460s.jpg"/>
At the end of the day, it is still an advertising campaign designed to get people to buy Nike gear. This commercial does address the issue of childhood obesity and kids doing something as simple as starting to run to lose weight and get healthy. But he's running on a road and you can't do that barefoot, can you? And it's a kid not an overweight adult, furthering our sympathy. This commercial uses an emotional pull on our heartstrings for what may be a very personal issue for many people viewing that commercial and wants you to connect Nike with your decision to start exercising. Therefore an idea has been planted in your mind that you'll want to buy their gear since they were the impetus for the start of your well being. Not just shoes, that at $250 a pair(and running magazines saying buy new shoes 3 times a year) but all the other accessories too.
I am not discounting the issues of obesity in kids and adults but like I said in my first sentence this is still an ad campaign designed to put money in Nike's bank accounts.
Nike have no social conscience, they have shareholders instead and will do anything to secure your dollar.
This child is just another marketing tool.
http://girleffect.org
^– Funded by the Nike Foundation
A very well produced video on a serious subject. I don't doubt the causes they promote are worthy, child obesity is a serious issue, but the company has certainly had historically negative coverage to have to counter with this type of PR. I'm seeing an ethical whitewash, like BP greenwashing their questionable activities through arts sponsorship, a type of reputation laundering if you will? The fate of young women is a serious and worthy issue whether or not a shoe manufacturer chooses to support them. It's all part of the branding we buy into. They may well be able to make a decent contribution while they choose to benefit from it, but we should see them clearly; corporate entities are not fools, nor are they philanthropic institutions.
Man, plenty of Portland and surrounding area schools have athletic programs because of Nike! And they give a ton of money to local orgs. Place I used to work for received at least 3 grant awards from Nike…and it had nothing to do with sports.
Not to mention all of the personal contributions Phil Knight has kicked in for cancer research, etc.. But again, I'm heavily biased.
It's like the Jesuits, get them young; there is no altruism here. Now that doesn't mean that there's not a discussion to be had about the benefit of commercial funding of school or social programmes where there would otherwise be nothing, but they're not going to associate their brands with unworthy causes are they? What benefit would that have? It's all about the deal you strike. Not to mention the tax breaks. Better a tangible benefit from cynics rather than well-intentioned empty promises. But it's all PR spin and marketing for the greater international corporate brand and at least the visibly funded young aren't sewing the trainers.
You will be surprised at how much weight you can lose by running! I've lost quite a bit in the last three months and am training for a 10 K run in a few months. I'm obese and I am still eating the same. But running… it melts the hell out of your booty.
When I first saw that commercial I didn't think anything but "Run little man, run." and "Go you!" For once I didn't think about ulterior motives or bottom lines or propaganda. I just saw a kid running his little heart out and I cheered him on.
i just looked at the ad…and all i can think about is the ice cream truck…lol…
i think anything nike does is motivated by the dollar…but if ithis can motivate some people to move it, then who am i to say different….