Nike’s latest campaign, Winning Isn’t Comfortable, shines as this week’s standout Reel Ad of the Week. Launched on September 5th and created by Wieden+Kennedy Portland, this gritty spot shows the relentless spirit of runners facing challenging conditions.
Rather than glorifying the ease of winning, this ad is a celebration of discomfort and the perseverance it takes to push past boundaries. Whether it’s lacing up to run in harsh weather or enduring the strain of a tough workout, the captures the raw essence of determination. The cameo by basketball star Juju Watkins further grounds the message that champions embrace discomfort to achieve greatness.
The central piece of the campaign is the film Sunshine, which captures runners braving muddy and rainy conditions, with Christina Perri’s rendition of You Are My Sunshine adding a poignant backdrop. Watch below:
The campaign is part of a broader series featuring additional films titled Morning, Joy, and Stairs, each emphasizing the struggles runners face daily, from morning dread to post-run soreness. Directed by Megaforce, these spots perfectly capture the tension between pain and reward, challenging viewers to push themselves beyond their limits.
These additions to the campaign not only motivates runners but also resonates with anyone familiar with the discipline it takes to get out of their comfort zone. It’s a perfect follow-up to Nike’s Winning Isn’t for Everyone campaign, inspiring viewers to embrace resilience as they strive for victory.
In addition to the film, Nike’s campaign features outdoor ads and digital content that will run during marathon season, further reinforcing the theme of perseverance and personal growth through discomfort.
For other Reel Ads of the Week, click here.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
