Marathon Man
Brand: NikeAgency: Wieden+kennedy Portland1999FilmVideo · YouTube
The idea
Follow the obsessive logic of a runner for whom every ordinary moment becomes part of the marathon.
Timeless principle
Find the behavior that reveals commitment without announcing it.
Why it works
The film recognizes the private rituals and irrational persistence runners see in themselves. Humor keeps dedication human rather than heroic. Nike earns affinity by understanding the mindset before showing the gear.
