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14.12.2016 Nike : Screen Addiction : Running
Time Is Precious campaign by Nike, global.

Global – Nike’s latest campaign ditches the visual virtuosity in favour of a text-only attack on screen addiction.

  • The campaign films use only white text on a black background accompanied by a monotone, robotic voiceover
  • Each film ends by telling viewers how much time it has just saved them and asking them if they are now going to go for a run

Nike’s Time is Precious campaign focuses on satirising consumers’ web browsing habits using only text and a robotic voiceover.

The main 60-second film opens with the line ‘This commercial is just 1 minute out of the 10 hours a day you spend glued to your screens’, before reading out a list of popular digital addictions. Several shorter spin-offs each lampoon specific internet activities, such as pointless commenting, celebrity stalking and photo bingeing.

After detailing all of the things viewers might otherwise have wasted their day looking at online, each film then explains how much time it has just saved them and that they can now use to exercise. The ads end with the question: ‘Are we running today?’

The Big Picture

Nike’s campaign appeals directly to Gen Viz consumers who are immersed in digital culture but also hyper-health-conscious and struggling to reconcile these two lifestyles.