Today IS a good day… For Nike SB…

Simplicity is often the father of genius.

The new Nike SB television commercial (SB being an acronym for Skateboarding for those of you who don’t get time to shred) ‘Today was a good day’ is a brilliant example of simple genius.



The spot has began to pick up an awful amount of industry heat and a couple of hundred thousand views on YouTube in under just two days, no mean feat for a campaign that doesn’t really cover the most common-or-garden of pursuits.

In fact this is made more impressive by the fact that Nike SB’s history has been anything but a smooth ride

In 1997 Nike launched a skate line, accompanied by a glitzy ad campaign from Goodby Silverstien and Partners which was lauded by the ad community but was wholesale laughed at by skaters worldwide.

The anti-establishment, DIY nature that embodied the skate scene was the first hurdle. Skaters were abhorred by a big multi-national muscling in on their patch, not only that but the cheesy nature of the executions just weren’t going to cut it with the street savvy riders.

After alienating the skate community, Nike had to go back to the drawing board.

Nike's reeducation began in 2000, when Sandy Bodecker, (now the head of Nike Skateboarding) became interested in relaunching the brand as part Nike’s push into action sports. Bodecker determined not to make the same mistakes as before, conceded his lack of knowledge and reached out to the skate community for help.

A knowledgeable hand came in the form of Robbie Jeffers, the hugely well connected manager of the Stussy skate team in California. At first skeptical, Jeffers was eventaully convinced that Nike was in it for the long-haul and he and Nike began to lay down the foundation of the new SB business model.

Nike and Jeffers agreed on three essential points: Nike needed to commit for 5 years, include skaters in the design processes and reissue the mythical Dunk shoe (now a classic iconic shoe for Nike).

In 2006 Nike SB launched a simpler low key execution, this time talking directly to the skate community and featured a world class skater they respected (P-Rod) as the focus. The spot was released to a much more positive response… It looked like the research was beginning to pay off.



Fast forward 11 or so years, three websites and 420 models of skate shoe later and a hugely succesful image for Nike SB has been built on the hard lessons learned by their initial faliure.

Harvest Films Santa Monica and directorial team The Hoffman Brothers, have delivered the newest instalment of the SB saga and can be happy with the fact that they have created a bit of a classic.

Skaters will love the purist street riding as well as a cameo from Lance Mountain, Hip Hop fans will whoop at the inclusion of westcoast superstar Ice Cube and for all others who havent got a clue who any of those cult stars actually are, the narrative played out is interesting enough for even your great Auntie Mabel to like.

So it covers all bases and tickles a multitude of different peoples tastes - which, for what is ostensibly a hardcore skate brand, is pretty impressive.

What lessons can the ad industry peeps take from this tale you ask?

If you want to get your message just right…

…keep it simple.

NewsReel 24/07/09

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B&J get Indie


Amsterdam-based Indie has announced the news that delicious global ice-cream brand Ben & Jerry’s have appointed them, without a pitch, as their lead agency for the Netherlands market. The announcement follows the recent re-launch of Indie as a collaborative and independent hub.

Indie will begin working on the first campaign with immediate effect, the results of which will be launched early 2010. In line with its collaborative nature, Indie has already begun building the best team for the job, drawing from their pool of internal and external talent.

Mark Aink, Managing Partner for Indie, says: “We’re really looking forward to working with Ben & Jerry’s. It’s one of the world’s truly maverick brands with a unique DNA. Added to that, they are extraordinary people to work with. It’s one of the most special assignments we have ever been awarded so we’re raring to get to work.”

Sounds tasty.

Turn It Loose


On Wednesday night The Reel were fortunate enough to attend a special friends and family screening of Partizan’s new b-boy documentary ‘Turn It Loose’. Directed by promo helmer Alastair Siddons, the film follows (in super press release-o-vision) ‘the pulsating world of breakdancing and some of the best B-boys in the world throwing their entire bodies into battling to be number one on the planet’. OK, it’s not strictly ad related (although Red Bull gave the filmmakers full access, loved the darn thing and sponsored the launch in Edinburgh), but the we thought we’d shout about it as the stylish and involving movie should be on each of your ‘Must Watch’ lists.

More info here - http://www.edfilmfest.org.uk/whats-on/2009/turn-it-loose

Annex is the Woerd

Annex Films has signed the incredibly talented (and amazingly named) Sil van der Woerd. After studying Fine Arts at the Academy of Art and Design in Arnhem, the Netherlands, Sil made two short films “Duet” and Swim”. “Swim” went global and won several awards. From there he moved to Hollywood to study visual effects at Gnomon to perfect his technique. Sil uses film and mixed new media, live action and dominant soundtracks to express his fictitious, atmospheric worlds … which sounds right up The Reel’s cup of tea street.

Check out the prettiness here and here.

Albion bring two on


Albion London, the UK’s fast-growing independent agency, is gearing up to expand globally and is bringing in two star names to join its board as non-executive directors. John Farrell, who was responsible for all of Publicis Groupe’s specialised agencies and marketing services worldwide will become Albion’s non-executive chairman, working with agency CEO Jason Goodman and the board. Steve Henry, the award-winning joint-founder of HHCL, is joining as non-executive director to mentor Albion’s creative director Nick Darken and his team and help take the agency’s creative output to a new level. They will join a high-powered non-executive board that already includes serial internet entrepreneur, founder of Lovefilm and Index Ventures Partner Saul Klein and former Mindshare CEO Mandy Pooler, who is part of the senior management team at WPP’s Kantar division.

Frood for thought


Integrated marketing network iris has appointed John Frood to the newly created role of planning director for Europe, as the independent agency strengthens its regional management team.

Frood joins this month from Leo Burnett Group, where he was planning director for EMEA, responsible for driving integration across the group, which includes marketing services arm Arc. He will report into global executive planning director Sam Noble and will be responsible for driving new and existing business among iris’ European clients – which include Sony Ericsson, Shell, Heineken and adidas – as well as managing 360 integrated campaigns and building a network of best-in-class planning talent at iris’ offices across Europe.

Disqo goes to the Chappell


Adam Chappell is joining post-centric digital production company, Disqo, from 3rd August 2009. Chappell, a Mipcom-winning digital specialist with ten years experience in digital and TV entertainment, heralds a new era of growth and independence for Disqo, an offshoot of Golden Square Post Production, as it becomes more of a standalone company.

Chappell’s experience combines broadcast production with multiplatform content development. In 2006, he won the Mipcom award for ‘best content on a mobile platform’ with his development and production of On This Day in History for ITN On – ITN’s successful digital department. His Disqo mandate focuses on expanding its current commercials client base to include digital projects for brands and broadcasters. Chappell joins Disqo from Shine UK, where he worked hit TV properties, like MasterChef and The Biggest Loser, into digital. His final project was turning MasterChef into a superbrand with plans for an online community and real world food events with BBC Worldwide. Gregg Wallace describes him as ‘a good pud’ and a ‘big flavour’ … apparently.

...and finally


It's simple, it's amazing, it's KempFolds - http://kempfolds.blogspot.com/