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buying the sublime
July 21, 2004 6:43 AM   Subscribe

Spiritual consumption. When advertising is God, this Nike video will be a beautiful prayer.
posted by plexi (36 comments total)

 
As far as Nike ads go, I think Wieden and Kennedy just kind crapped this one out.

"It's another year, need another Lance ad."

"We've got this concept of the beauty of marathon running/swimming/biking/jogging/driving, with people and animals in chase set to music."

"Okay whatever."
posted by Stan Chin at 6:55 AM on July 21, 2004


Is it just me, or does he, like, get chased by hoodlums at one point?
posted by slackdog at 6:57 AM on July 21, 2004


does anybody have an artist/track name on that music?
posted by brock at 6:59 AM on July 21, 2004


And Adidas' Road to Lisbon is the same schtick, better executed with Vespas.
posted by Stan Chin at 7:03 AM on July 21, 2004


If Nike wants to make really pretty, inspiring Lancepr0n just to get me to see their logo at the end, and to induce a warm fuzzy feeling when I see the swoosh (yeah, right), then I'm game. nice link.
posted by theora55 at 7:03 AM on July 21, 2004


Schmaltzfilter
posted by Outlawyr at 7:07 AM on July 21, 2004


oh yes, beautiful, inspiring...
posted by reklaw at 7:09 AM on July 21, 2004


Yeah, sure, that was powerful and uplifting, if not done before. How come he wasn't sweating? He should have been sweating. Sweat, I tell you.
posted by ashbury at 7:17 AM on July 21, 2004


I like the near-end shot of a front tire and a rear tire. But I was hoping that some kid or dirtball on a bmx was going to give Lance "the rub" to piss him off/make him crash.
posted by Mayor Curley at 7:20 AM on July 21, 2004


Well, being presented in Flash, I'd assume Satan would have more to do with it.
posted by gimonca at 7:22 AM on July 21, 2004


public service ads are cool -- they're even cooler when they don't come with a nice big fat corporate logo on them

you can sense the Nike people's (and, as stan pointed out, W&K people's as well) sheer joy at Armstrong's personal tragedy.
a perfectly-healthy-for-all-his-life Lance would be worth much, much less for his corporate Maecenas.

cancer as powerful tool to increase brand awareness. a classic.
posted by matteo at 7:28 AM on July 21, 2004


As long as we're talking advertising, this Escher inspired Audi commercial is very cool.

And then there's this peaceful piece.
posted by gwint at 7:36 AM on July 21, 2004


And then there's this peaceful piece.

Thanks gwint. I just crapped my pants.
posted by Gif at 7:50 AM on July 21, 2004


The Beatification of St. Armstrong has begun.

How did they get those buffalo on the bicycles?
posted by mecran01 at 8:10 AM on July 21, 2004


And then there's this peaceful piece.

A bit popped out here also.


Is it possible Armstrong is on performance enhancing drugs??
posted by kenaman at 8:13 AM on July 21, 2004


I like gwint's link much better.
posted by LittleMissCranky at 8:22 AM on July 21, 2004


The Beatification of St. Armstrong has begun.

Would he be the first atheist saint? Because he's an atheist, and I love him for overcoming a deadly disease without giving God the credit for it (or forgetting to give God the blame for giving it to him).

Is it possible Armstrong is on performance enhancing drugs??

The allegations against him have been very persistent, but he's never tested positive. When his detractors get really desperate, they claim that his cancer medicines unfairly transformed his body into something more efficient.
posted by Mayor Curley at 8:24 AM on July 21, 2004


The ad is pretty good, admittedly, except for that part with the kid hospital, which is decidedly gag-inducing.

But yeah: anyone know the music?
posted by xmutex at 8:30 AM on July 21, 2004


Is that Lance leading a critical mass towards theend?
posted by PenDevil at 8:45 AM on July 21, 2004


Spiritual consumption ?

Tuberculosis was supposed to be a sort of spiritual disease, as I recall.

Modern day consumerism might be strangely analogous but, instead of being a wasting disease, it makes consumers, their cars, their houses, andeven their garages bloat to enormous proportions.
posted by troutfishing at 8:49 AM on July 21, 2004


Ooops - even their garages
posted by troutfishing at 8:50 AM on July 21, 2004


I like the near-end shot of a front tire and a rear tire.

Come on. You know he totally dropped the kid after his glance back. Wheelsucking is evil on training rides! Gotta teach 'em young.

The Beatification of St. Armstrong has begun.

Just regular old hero-worship, I think. He's the top of a fairly obscure sport to most North Americains. At best he's a flavour-of-the-week, then falls back into obscurity. He's very famous in to a relatively small group of people, but his girlfriend has way more problems buying shoes at the mall than he does.

Is it possible Armstrong is on performance enhancing drugs?

If he is, he's also one of the best in the world at hiding it. Unlike many other sports, cycling's governing body seems to be actively perusing offenders, rather than trying to hide them. Contrast this to most pro team sports, for example. Mr. Armstrong, given his long time in the spotight is one of the most tested athletes in the world.
posted by bonehead at 9:02 AM on July 21, 2004


Lance may or may not a nice guy and he may or may not be doping but he can still be inspiring, as can these ads. I like this one; it doesn't make me want to buy Nike stuff, but I like watching it. And anyway, instead of being cynically annoyed by the corporate logo at the end of a nice piece of film, why not be pleased that at least we're getting aesthetically pleasing ads instead of mind-numbingly bad ones?

Oh, and ashbury? GatorAde's got sweat trademarked.
posted by Songdog at 9:08 AM on July 21, 2004


bonehead, he's been the flavour-of-the-week for several years now. I don't follow the sport at all, but I still could have pretty easily identified him two years ago.
posted by LittleMissCranky at 9:09 AM on July 21, 2004


"aesthetically pleasing ads"

I did not find this aesthetically pleasing. I found it to be manipulative, like most ads. Aesthetically it's pretty cookie cutter stuff. It ain't exactly Bicycle Thief
posted by Outlawyr at 9:58 AM on July 21, 2004


Speaking of music, is anyone familiar with the track used for Dietcoke's 'Tingle' ad with Beckinsale?
posted by of strange foe at 10:41 AM on July 21, 2004


Jesus wept gwint.
posted by squealy at 11:14 AM on July 21, 2004


theives, outlawyr, theives
posted by jmgorman at 11:18 AM on July 21, 2004


seen the new subway ad with the pre-teens watching thier weight? it made me throw up, even though it wasn't really suggesting bulemia or anything.
posted by quonsar at 11:33 AM on July 21, 2004


It sounds a lot like Norah Jones.
posted by iconomy at 12:23 PM on July 21, 2004


The "Tingle" ad is the song "Tiptoe" by Goldfrapp (off of the album "Black Cherry").
posted by sharksandwich at 1:08 PM on July 21, 2004


Thanks, sharksandwich!
posted by of strange foe at 3:22 PM on July 21, 2004


...which is a pretty good album, although I still liked felt mountain a helluvalot better.
posted by condour75 at 3:42 PM on July 21, 2004


anyone know the music? "The spot’s music, composed by Dave Wittman and Jimmy Haun at Elias Arts Los Angeles with support from creative director David Gold and head of production Dayna Turcotte, features the vocal talents of Kathleen Fisher. The sound was designed by creative director Dane Davis and Eddie Kim at 740 Sound/Danetracks with help from producer Scott Ganary, and Jeff Payne at Eleven Sound Studios in Santa Monica mixed the final audio."
posted by kliuless at 4:17 PM on July 21, 2004


lance armstrong is an inspiring story, and i'm very glad that a bicyclist could be that popular in the US.

however, not to be a nagging nellie, but it's very disappointing to see him make advertisements for Nike, Coke, and Subaru. ugh, ugh, ugh.

i want him to make a cool ad that says "sell your car and drink more water"
posted by mrgrimm at 4:29 PM on July 21, 2004


Disappointing or not, who do you think is paying for his training and equipment? I'm guessing USPS, Trek, Subaru, Powerbar, Nike, etc.. A year or two ago it was VW, not Subaru, and next year I believe USPS will be out of the picture.

I agree with mrgrimm that it would be nice if Lance and company would promote cycling for transportation in addition to competition and recreation. But this would a) probably break some contract with Subaru and b) look a little hypocritical--Lance travels the world with tons of equipment to train and compete, and a lot of fuel is burnt in the process.

Oh, and different strokes, Outlawyr. No one (I hope) is expecting The Bicycle Thief or even Attack of the Clones in a TV ad. I just personally think this one is a lot nicer to watch than most ads.
posted by Songdog at 8:56 AM on July 22, 2004


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