Nike China launches new basketball spot "I Got Next" with Wieden+Kennedy Shanghai

Nike_I Got Next_1sml.jpg2017 marks the 20th year of Nike Basketball in China. This March, Nike China launched a new basketball spot "I Got Next" with Wieden+Kennedy Shanghai, to celebrate the fearlessness of young basketball players and encourage more kids to step onto the court to be the next.

VIEW THE SPOT
Nike_I Got Next_2sml.jpgSince childhood, Chinese kids have been told to know their place and stay in line, because it's safe and they won't have to worry about the consequences of failing. In the old days, it does help to keep kids on track, but also stops kids from trying and living up to their full potential. However, Nike China found change is already on the way nowadays. The young Chinese kids have more confidence in their game, they dare to take competitions on and they will challenge the conventions that stand in their way.

"Our inspiration came from the old Chinese saying "Young calves aren't afraid of tigers" - the new generation of Chinese basketball players who've broken free from the conventions" says Leon Lin, Planner of W+K Shanghai.

Nike_I Got Next_3sml.jpgIn the spot, we open on our two average if slightly undersized heroes, Chuck and Leon, as they watch some big guys playing a tough game of one on one. After some apprehension Chuck gathers his courage, stands up and shouts "I got next." He shows the big guy he's got some game and Leon takes notice. This starts off an endless game of magical one-upmanship as they continually raise the stakes by challenging each other to bigger and bigger games until they end up in the finals of a high school basketball league where the game might not ever end.

Nike_I Got Next_4sml.jpg"It takes a lot of courage to put yourself out there. You might fail. That's why we really wanted to show what's at stake and what motivates our hero to get up and go for it again. A few years ago, it'd be really difficult to cast young ballers who can carry the swagger and attitude of our heroes but times have changed. This generation of ballers don't just talk. They can walk the walk. During the casting process, it was really exciting to see how much the bar has risen," says Terence Leong, Creative Director of W+K Shanghai.

In the spot, you will also find a nod to manga culture, video game elements, Chinese internet slang, street ball basketball cameos and a bizarre vision where Chuck sees into his future if doesn't have the courage to get up after a particularly nasty hit from his nemesis. To top it all off it features the hip-hop classic Shimmy Shimmy Ya by O.D.B. and when that iconic piano intro kicks in you know this isn't going to be basketball as usual.

Nike_I Got Next_5sml.jpg"In China kids live in an online universe that is a never-ending barrage of memes, internet slang, video games and the latest app that can morph you into a manga character or cat. We knew when we set out to make this campaign we'd have to both be a part of this internet culture and stand out from it. Just because kids play basketball doesn't mean they live in a separate reality. That led us to the basketball fever dream world of I Got Next where we blur the lines between an authentic basketball reality and magical realism where anything can happen," added Shaun Sundholm, Creative Director of W+K Shanghai.

 "Both Nike Global and China were behind us every step of the way and we had their full support throughout the process. Nike really cares about the game and leading the basketball culture with their best athletes and services. They also realize this generation is changing and it's time for Nike to push and inspire the kids and the game to the next level," says Jim Zhou, Account Director of W+K Shanghai.

Last but not least, renowned commercial director Stacy Wall, who shot Nike China's "Give me the ball (2013)", returns to direct the spot.

Credits -
WIEDEN+KENNEDY SHANGHAI
Executive Creative Directors:  Ian Toombs, Yang Yeo
Global Creative Directors Nike: Alberto Ponte, Ryan O'Rourke, Dan Viens
Creative Directors: Terence Leong, Shaun Sundholm
Art Directors: Raul Arantes, Timothy Cheng
Copywriters: Shaun Sundholm, Cook Xu, Liu Wei
Global Integrated Production Director: Matt Hunnicutt
Director of Integrated Production: Angie Wong
Head of Content: Bernice Wong
Senior Producer: Molly Tait Tanen
Freelance Sr. Integrated Producer: Jennie Lindstrom
Producer: Jiji Hu, Fang Yuan
Art Producer: Xuan Ong
Senior Planner: Leon Lin
Global Account Director: Chris Willingham
Business Director: Dino Xu
Associate Account Director: Jim Zhou
Sr. Account Executive: Shawn Kai
Project Manager: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan, Amber Lavender
Senior Designer: Patrick Rockwell
Type Designers: John Yao, He Fan
Production Manager: Vic Zhang
Digital Imaging Artist: Changqing Lee
FA Artist: Austin Hu
 
External Credits: Main Anthem
PRODUCTION COMPANY: IMPERIAL WOODPECKER
Director: Stacy Wall
Director's Producer: Michaela Johnson
1st Assistant Director: Peter White
1st Assistant Director (Local): Bernie Chui
Director of Photography: Peter Donahue
 
Executive Producer: Doug Halbert
Producer: (Local) Carson Ng
Production Manager: Rosanna Pandolfo
Production Manager: (Local) Thomas Yuen
Line Producer: (Local) Wolfie Wong
Production Assistant: Gus Edwards
Celebrity Handler/Fixer:
CAM A Focus Puller/1st AC: Stevo
Drone operator:
Q Take:
 
Hong Kong Production Support: ASAP
Hong Kong Art Director: James Ting
Wardrobe Stylist: Julian Mei
 
POST PRODUCTION (LA):
 
EDITORIALS: EXILE
Editor: Grant Surmi
Assistant Editor: Zach Kaigler
Post Producer: Michael Miller
Executive Producer: Carol Lynn Weaver
Head of Production: Jennifer Locke
 
EDITORIALS: WHITEHOUSE POST
Editor: Lisa Gunning
Assistant Editor: Devon Bradbury
Post Executive Producer: Leah Carnahan
 
FINAL ONLINE & EFFECTS: SAINT
Creative Director: Rob Trent
VFX Producer: Kristina Thoegersen
Executive Producer: Helen Park
 
FINAL ONLINE & EFFECTS: MPC (SH)
VFX Supervisor: Barry Greaves
Head of Production: Lily Lee
Producer: Mei Lee Lim
 
COLOR: MPC
Colorist: Mark Gethin
Executive Producer: ELexis Stearn
Producer: Rebecca Boorsma
 
TITLES / GRAPHICS: ELASTIC
Art Director: Leanne Dare
Animator: Steven Do
Designer: Lynn Cho, Joyce Han
Producer: Drew Rissman
 
MUSIC (LA): WE ARE WALKER
Remixed: Walker
Executive Producer: Sara Matarazzo
Asst. Producers: Jacob Piontek, Marissa Hernandez
 
SOUND DESIGN (LA):  HEXANY AUDIO
 
AUDIO POST (LA): LIME STUDIOS
Mixer: Rohan Young
Asst. Mixer: Ben Tomastik
Executive Producer: Susie Boyajan
 
AUDIO VO PRODUCTION (SH): Green United Music
Producer: Thomas Faucheur
Engineer: Ronald Qiu & Fabien Langard
 
External Credits: Key Visuals
PRODUCTION COMPANY: BLOC PRODUCTIONS SHANGHAI
Photographer: Boogie
Photographer Assistant: Sam crocksby
Executive Producer: Sion Millett
Producer: Steph Lee Mandy Wu
Production Assistant: Lucy Lu Connie Chen
Wardrobe Stylist: Yi Guo

Nike China
VP Marketing: Steve Tsoi
Senior Brand Communication Director: Andy Whiteside
Senior Basketball Brand Director: Michael Donohue
Senior Basketball Brand Manager: Johnny Chen
Brand Communication Manager: Seven Yang

8 Comments

Really? said:

Such an impressive list of credits for such an average piece of wallpaper.
W+K Shanghai is yet to create anything half decent. Why? Is it their creative leadership? Is it their planners? Is it their clients?

Standard dropped said:

Is this really W+K? It's horrible.

Almost a decade ago said:

They made some nice work in the past.

LOL said:

I got next….

what does it mean?

I got no idea.

Johnno said:

I got next is basketball lingo in North America. When you say 'I got next' on the court, it means you have the next game.

Ballerinside said:

@Really not the clients or planners.

Cant jump said:

"I got next is basketball lingo in North America. When you say 'I got next' on the court, it means you have the next game."

I guess this qualifies as an INSIGHT these days.

Something nice to say said:

The music is cool

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