Nike ACG: Andreas Hatveit

Agency: Wieden+Kennedy, Amsterdam, Netherlands
Creative Directors: Mark Hunter, Alvaro Sotomayor
Copywriter: Oliver Frank
Art Director: Paulo Martins
Account team: Feliciano Robayna, Patricia Cerda
Art Buyer: Andrew Koningen
Project Manager: Paula Atwell
Executive Creative Directors: Al Moseley, John Norman
Model Maker: Andy Knight
Photographer: Giles Revell
Re-touching agency: TAG


lchiesi's picture
130 pencils

Cool visual

jmcho's picture
278 pencils

great art direction and interesting use of product

djakuza's picture
517 pencils

very nice execusion! smooth&lovely!

mj's picture
71 pencils


jennywhx's picture
1142 pencils

pretty, but i expect some colour/focus, the colour scheme is nice, but if there's one spot with bright colour it might bring the spirit of sport. The whole thing look bit less of energy for me.

slim's picture
1047 pencils

i smell gold....

washiam's picture
445 pencils

I have nothing to say.....

alekvf's picture
22 pencils

I think these ads are visually interesting, but they make the product seem too complex and almost a threat to the athlete's performance and safety. The echoed waves/loops should have been a bit softer with maybe a transparency effect on them so that it doesn't appear so prominent... but why bother building a case against W+K????

Dexter's picture
32 pencils

I smell an execution in place of an idea. Not a good ad. Not gold. Not silver. Not anything except the front page of a Nike brochure. At best.

A. J. SMITH's picture
2834 pencils

yep, I agree with you. It is pap, doesn't hit me at all, except for the art direction. It is a lame idea.

whitespace's picture
1953 pencils

I thought these were hair ads.

Hair smooth enough to surf on or something like that.

sharpmanish's picture
26 pencils

High Thinking... I am not getting it

chintan ruparel's picture
chintan ruparel
1516 pencils

i think these are just pretty and thats idea at all. stupid in that way. just pretty!

~ old habits die hard, older ones never do ~

chintan ruparel's picture
chintan ruparel
1516 pencils

that makes it 'pretty stupid'!!

~ old habits die hard, older ones never do ~

ellehcimeo's picture
3522 pencils

i'm getting that these skis will make it feel like you are skiing on ribbons, soft floating flexible ribbons. is that not what the product is supposed to do? reminds me of gymnastics, the kind where they use ribbons on the ends of short wands.
i'd like a pair of skis that make me feel like this. so, i like this ad.

Radoslav Minchev's picture
Radoslav Minchev
288 pencils

Both visuals are Amazing!!! Made from true riders ;))

not freedom like a shopping card

It's my job to keep punk rock elite

jessicahoppe's picture
72 pencils

art is nice, yes, but why put so much effort in an idea that has been used sooo maaannyy times?..does it make the visual eye catchier? Maybe. but does it really refer to anything.No!

and now put someone coming on a mono-ski right up to this pic...and we have three stripes..another brand..with borrowed interest but maybe even funny..guess what..the company that really uses their stripes for everything...adidas..tatarata...would this make sense in more ways...yes because nike has an arrow as their logo...and adidas 3 stripes. ahhh...

velurp_advt's picture
12 pencils

Nice execution. Nice art direction. But i am not getting yet what is the concept

R®'s picture
115 pencils

guys guys... a brand like nike doesn't need to convince you to buy the product... everyone knows it's good... so a graphical ad will do the trick...
and this one is gr8
it's the not so famous brands who need to show you their qualities...

A. J. SMITH's picture
2834 pencils

Wow, thats the first comment on here I've ever read which has changed my mind completely about an ad.

You're right.


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