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I don’t think audiences are as sensitive as we think they are. Most of the “backlashes” happen in some strategist’s imagination when they see something like this and just aren’t used to seeing ads with any real tension or POV.
They’ve won the last 8 gold medals. It’s not bragging, it’s fact. I think this ad is brilliant, the whole campaign is something new (thank god) and Nike is the hero archetype brand that can and should do this kind of this.