Dueling Tvs
- Brand:
- Nike
- Agency:
- Wieden+Kennedy Portland
1992FilmVideo · YouTube
Timeless principle
Turn the media environment itself into the arena.
The idea
Make two television broadcasts compete for attention until sport breaks out of the screens.
Why it works
The duel converts passive viewing into a contest with its own rhythm and escalation. Screens, edits and athletes all participate in the rivalry, so the format carries Nike’s competitive energy. The commercial feels like sport invading television.
