Nike Golf
I'm not much of a golfer. There! I said it.
I was on a golf shoot once and in-between takes, the crew and cast were betting on who of us could make a shot. When they heard I'd written these golf ads, they started betting on me.
They lost money.
The thing is, Nike had tried to get into golf once before. They thought they could go in the way they had with tennis and make it more edgy and rock n roll. They were wrong. Golf rejected them.
So theses ads were part of their second attempt. This time we had to show that we “got” the game. And that we approached it a fitting reverence.
I got to play a lot of golf, which was nice, and frustrating (when you play golf as badly as I do). I also got to hang out with and interrogate people who were actually good at the game like Jaime Komitor. I read and read and read until I came across Golf and the Kingdom that spoke to the spirit of the game. Then once in character (because for me writing can be a lot like method acting, but that’s a whole piece on its own), I began to write.
the copy: Walking.
Most of life is spent between places, things, events.
On the way to something.
On the way from something.
Yet we rarely cherish the journey.
We rarely slow down enough to enjoy where we are.
Too busy thinking about the next shot.
Or the last one.
Missing what’s between.
Forgetting to enjoy the walk.
The journey.
Because most of life is between things.
And most of golf is walking.
the copy: Nature
One day, nature will bare its teeth at you.
Just to see if you’ll back away.
Will you?
Many talented players have seen greatness elude them here.
Distracted by the elements.
Beaten by the wind and rain.
Nature will test you.
You should test nature.
It’s not used to it.
You might become friends.
the copy: Lose yourself.
Things you can lose on a four-mile walk:
That weight off your shoulders.
Half a dozen balls.
Your temper.
Impending deadlines.
Lack of clarity.
Three days worth of tension.
Track of time.
Yourself.
CDs: Hal Curtis, Chuck McBride
Writer: Kash Sree
Art Directors: Hal Curtis, Rob Rasmussen
Head of Brand, Creative & IP Development at Mandai X
5 年You may not be good at golf, but you get it absolutely Kash. Beautiful ads
Globally recognized creative leader and Chair of Creative Direction at Art Center College of Design
5 年Kash - As a creative director, beautifully done. As a golfer, beautifully done. Congrats, Gary
Head of Creative, North America at Meta
5 年This copy is sublime. Why do so few people aim this high any more? Thank you for sharing these, Kash.
Founder at Goodness Gracious
5 年We were just talking about the joy of the sport—and the fullness of it. This reads like poetry. ??
Creative Lead | Writer | Globally Captcha Approved | Booked
8 年I'm pretty sure my brother had the "Lose Yourself" ad hanging on his bedroom wall for years. And, he's not an "ad guy" at all, but just a golf fiend. Very cool to see who it came from.