Nike and Serena Williams recently released a new spot during the Oscars. The 90-second spot is titled “Dream Crazier” and was created by Wieden + Kennedy’s Portland agency. It was directed by Kim Gehrig, who also directed Gillette’s spot on toxic masculinity. The “Dream Crazier” spot is the second phase of their “Dream Crazy” campaign, which was launched last year. The “Dream Crazy” starred Colin Kaepernick and was created to celebrate the 30th Anniversary of their “Just Do It” tagline. Nike’s new spot championed the accomplishment from past and present female athletes. It also aimed to inspire the next generation of female athletes.
Nike Speaks on the “Dream Crazier” Spot
Before the spot aired at the Oscars, Nike sent an email to its Nike Plus members talking about the campaign. In the email, a Nike rep explained that the “Dream Crazier “campaign is the start of a journey which will celebrate women in sport. The email explained that the spot comes ahead of soccer’s biggest moment in France this summer. The spot is about helping athletes realize their potential even when they face adversity. Nike explained that using Serena Williams as the narrator for the spot reflects her standing as one of the most inspirational athletes in her generation. They talked about how she empowers girls to continue to believe in their own crazy dreams. The rep ended the statement by stating that the fitness brand will continue to champion female athletes and change the game for women in sports as it has done for more than 40 years.
About the “Dream Crazier Spot”
The spot was narrated by Serena Williams and featured several female athletes like Simone Biles, Ibtihaj Muhammad, Chloe Kim and members of the U.S. Women’s National Soccer Team. The “Dream Crazier” spot featured a compilation of different moments by some of the greatest female athletes in the world. It showed the commendable feat of these female athletes who broke barriers. In the spot, Serena Williams’s talks about all the offensive statements used to describe female athletes. She says things like “If we show emotion, we’re called dramatic…if we dream of equal opportunity, delusional.
Serena Williams then turns all these offensive and negative statements to into empowering, inspiring and motivational affirmations. She uses them to highlight amazing feats and accomplishment by different female athletes. She even acknowledges her own great achievements. The spot ends with her saying “So if they want to call you crazy, fine. Show them what crazy can be.”