Sportswear brand Nike is celebrating the pain felt by marathon runners the day after a big race with a light-hearted new ad series showing that ‘Winning isn’t comfortable’.
Forming part of the brand’s ongoing ‘Winning isn’t for everyone’ brand platform, the 30-second spot, titled ‘Stairs’, features a range of people struggling to get out and about after their mammoth effort.
The difficulty faced by a man and woman trying to get down a flight of stairs is more than understandable when you consider that they’ve run over 26 miles just the day before.
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Set to the sultry tones of Nazareth’s 1976 hit ‘Love Hurts’, the ad includes a short message heard on a taxi driver’s radio in which the host praises “everyone who ran the marathon yesterday — hope you’re doing okay out there”.
Squarely aimed at runners, the Nike spot follows on from previous efforts ‘Morning’, ‘Sunshine’ and ‘Joy’ released last month, all of which celebrate the trials and tribulations faced by runners the world over.
The works all echo Nike’s blockbuster ‘Winning isn’t for everyone’ campaign, which was unveiled for the Paris Olympic and Paralympic games earlier in the year.
