NIKE Ads – ‘Defy’ and ‘Endure’



I came across and was very much inspired by the two ads above from Nike, titled ‘Defy’ and ‘Endure’ respectively. They were really wonderful in many senses. For both videos, a series of really expressive scenes extracted from sports played in slow-motion, coaxing and allowing the emotions from the sportsmen/women to really flow out to the viewer (with matching background music too).

‘Defy’ paints a picture of hope and of celebration of the human body – how great athletes seem to defy gravity and common notions of what is possible – aptly ending with the tagline ‘A little less gravity’. On the other hand, ‘Endure’ takes a straight look at the less glorious part of sports – the agony in endurance, defeat and disappointment, with the tagline ‘A little less hurt’. Juxtaposed together, they show poetically the humanness and the emotions in sports – and that they are very much simply two sides of the same coin.

If you have been inspired and motivated by the strength of human spirit in sports and endurance, be sure to also check out this story which has been floating on the Net recently, chronicling the superhuman feat of a 61-year old farmer who beat professional athletes in a grueling 875-km race, simply because he didn’t know he was supposed to stop and rest.

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