Nike approaches back-to-school advertisements differently this year. With help from Soursop, the brand’s new campaign ‘Never Done Playing’ focuses on finding the magic in the mundane by transforming chores into sporting events.
The campaign is led by creative consultancy Soursop, who previously worked with the brand on its Emma Raducanu Wimbledon campaign earlier this summer and on a community-based campaign in Berlin last year.
The series of four hero films have been directed by India Rose Harris and feature a mixture of street cast and famous families, with photography led by Lucas Garrido.
The first advert shows Dutch football legend Virgil Van Dijk gardening, before being enticed into an epic game of football with his daughters.
YouTube and Channel 5 TV personalities, the Grimwades family, star in a second film, which shows them turning homework and working from home into a dance battle.
The other two films feature families discovered through street casting, who are filmed turning a walk around the block into a 100-meter race, and doing the laundry into a game of tennis.